CommercialToolry

Dog Goody Box: Key Standards, Physical Properties, and Engineering Applications

Types of Dog Goody Boxes

A dog goody box is more than just a package of treats—it's a curated experience designed to delight pets and their owners. These boxes come in various formats, each tailored to different lifestyles, preferences, and pet needs. From monthly surprises to personalized gift sets, dog goody boxes enhance pet wellness, provide entertainment, and strengthen the bond between dogs and their humans.

Subscription Boxes

One of the most popular options, subscription boxes deliver a fresh selection of premium treats, toys, and accessories directly to your door every month.

Advantages
  • Consistent delivery of new and exciting items
  • Customizable by dog size and breed
  • Includes dietary preference filters (e.g., grain-free, organic)
  • Great for discovering new pet products
Limitations
  • Ongoing cost requires commitment
  • Risk of receiving duplicate or unwanted items over time
  • May include items not suitable for sensitive dogs without careful customization

Best for: Pet parents who enjoy monthly surprises and want to keep their dogs engaged with new toys and treats

Seasonal or Themed Boxes

Celebrate special occasions with festive goody boxes tailored to holidays like Christmas, Halloween, Valentine’s Day, or a dog’s birthday.

Advantages
  • Perfect for gifting and celebrations
  • Includes unique, limited-edition items
  • Enhances bonding through shared festive experiences
  • Often features themed packaging and decorations
Limitations
  • Only available during specific times of year
  • May contain non-essential or novelty items
  • Limited dietary customization options

Best for: Special events, pet birthdays, holiday gifting, and seasonal fun

Customized Boxes

These boxes allow full personalization, letting owners handpick toys, treats, and accessories based on their dog’s tastes, size, and activity level.

Advantages
  • Highly personalized experience
  • Can include engraved or name-branded items
  • Ideal for dogs with unique preferences or sensitivities
  • Great for creating meaningful gifts
Limitations
  • Typically more expensive than standard boxes
  • Longer preparation and shipping time
  • Fewer vendors offer full customization

Best for: Pet owners seeking a tailored experience or personalized gifts for loved ones and their pets

One-Time Purchase Boxes

Perfect for those who want to try a goody box without committing to a subscription. These are also popular as gifts.

Advantages
  • No long-term commitment
  • Ideal for sampling a brand’s offerings
  • Often beautifully packaged for gifting
  • Great for trial before subscribing
Limitations
  • May lack the variety or value of subscription models
  • Limited customization compared to full-service providers
  • Fewer exclusive items than monthly boxes

Best for: First-time buyers, gift-givers, or anyone looking for a single indulgence for their pet

Diet-Specific Boxes

Designed for dogs with allergies, sensitivities, or medical conditions, these boxes focus on safe, healthy, and vet-approved treats.

Advantages
  • Tailored to gluten-free, grain-free, or limited-ingredient diets
  • Includes soft chews for dogs with dental or joint issues
  • Transparent sourcing and ingredient labeling
  • Supports pet health and wellness goals
Limitations
  • Narrower selection of toys and accessories
  • Higher price point due to specialty ingredients
  • Fewer fun or novelty items included

Best for: Dogs with food allergies, seniors, or pets on restricted diets; ideal for health-conscious owners

Type Best For Customization Value Ideal Use Case
Subscription Box Regular treat delivery High (size, breed, diet) Excellent over time Monthly engagement and discovery
Seasonal/Themed Holidays & celebrations Low to Medium High (emotional value) Gifting and special occasions
Customized Box Personalized experience Very High High (premium pricing) Birthday gifts, unique preferences
One-Time Purchase Trying a brand Medium Good for trial Gifts or single indulgences
Diet-Specific Box Dogs with health needs High (medical/dietary) High (health-focused) Allergy management, senior care

Pro Tip: When selecting a dog goody box, always check if the provider offers a satisfaction guarantee or allows you to skip a month. This ensures flexibility and helps avoid waste if your dog doesn’t like certain items.

Designs and Durability of Dog Goody Boxes

The design and durability of dog goody boxes are critical factors that directly impact customer satisfaction, brand perception, and the overall success of pet subscription or gift services. A well-designed goody box not only protects its contents but also enhances unboxing experiences, encourages social sharing, and reflects the brand’s values—especially in sustainability and pet safety. From material strength to aesthetic appeal, every element plays a role in creating a memorable and functional product.

Key Design and Durability Factors

Box Materials and Construction

The structural integrity of a dog goody box begins with its material composition. While many budget-friendly options use corrugated cardboard, this material may not withstand enthusiastic or aggressive chewers. Standard cardboard offers decent protection during shipping and presents a clean, printable surface for branding, but it can degrade quickly if exposed to moisture or rough handling by pets.

For enhanced durability, premium boxes are constructed from materials like laminated cardboard, plywood, or even lightweight steel. Plywood boxes, for example, are ideal for reusable subscription models or luxury gift sets, offering resistance to chewing and lasting through multiple uses. Steel-reinforced boxes are rare but provide maximum protection for high-value items. The choice of material should align with the intended use—disposable gift boxes versus long-lasting keepsake containers.

Eco-Friendly Packaging Options

As environmental awareness grows, eco-conscious consumers increasingly favor brands that prioritize sustainable packaging. Many dog goody box providers now use recyclable, biodegradable, or compostable materials to minimize environmental impact. This includes FSC-certified cardboard, soy-based inks, and plant-based plastics for inserts or wraps.

In addition to the box itself, sustainable void fills like shredded kraft paper, molded pulp trays, or compostable starch peanuts replace traditional plastic bubble wrap. Companies often highlight these green initiatives on packaging and marketing materials, reinforcing brand authenticity and appealing to environmentally responsible pet owners. Transparency about sourcing and end-of-life disposal further strengthens customer trust and loyalty.

Internal Packaging and Organization

Effective internal organization ensures that treats, toys, and accessories arrive undamaged and are easy to access. Thoughtful design includes cushioning materials such as crinkle-cut paper, recycled foam, or molded cardboard dividers that secure items in place during transit. These materials not only protect contents but also enhance the sensory experience of unboxing.

Advanced designs incorporate compartmentalization using partitions, mesh pouches, or individual sleeves for different product categories. For example, perishable treats might be sealed in a separate eco-friendly pouch, while toys are nestled in custom-cut slots. This level of organization improves perceived value, reduces product damage, and makes it easier for pet owners to store or gift items individually.

Aesthetic Appeal and Thematic Design

The visual design of a dog goody box is a powerful marketing tool. Eye-catching graphics, vibrant colors, and creative themes—such as holidays, birthdays, or seasonal adventures—capture attention and create excitement. Professionally designed packaging with cohesive branding, playful illustrations of dogs, and elegant typography enhances perceived quality and shareability.

Themed boxes are especially effective during promotional periods (e.g., Halloween, Christmas, or National Dog Day), encouraging repeat purchases and social media engagement. When customers share unboxing videos or photos online, they provide free, authentic advertising. A beautifully designed box becomes more than packaging—it becomes part of the gifting experience and brand storytelling.

Design Feature Durability Level Best Use Case
Corrugated Cardboard Low to Medium Ideal for one-time gift boxes; best with protective internal packaging
Laminated Cardboard Medium Offers moisture resistance and improved chew resistance; suitable for premium subscriptions
Plywood or Wood Composite High Reusable keepsake boxes; perfect for luxury or long-term subscription models
Eco-Friendly Fillers (e.g., shredded paper) Medium Sustainable protection; aligns with green branding and customer values

Best Practices for Optimal Box Performance

  • Match Material to Purpose: Choose box materials based on whether the container is disposable or reusable. Aggressive chewers require sturdier builds, while gift boxes can focus more on aesthetics with adequate internal protection.
  • Prioritize Sustainability: Use recyclable or compostable materials whenever possible. Clearly label disposal instructions to help customers make eco-friendly choices.
  • Enhance Unboxing Experience: Organize contents neatly, use colorful void fill, and include personalized notes or branded tissue paper to create a premium feel.
  • Invest in Branding: Consistent, professional design across all boxes builds brand recognition and encourages social media sharing.
  • Test for Durability: Conduct drop tests and chew simulations to ensure boxes can survive shipping and curious pets before finalizing designs.
  • Important: Never compromise on structural integrity for the sake of aesthetics. A beautiful box that arrives damaged or fails to protect its contents will harm customer trust. Always balance visual appeal with functionality, safety, and sustainability to deliver a truly satisfying dog goody box experience.

    Scenarios for Dog Goody Boxes

    Dog goody boxes have evolved from simple treat packages into thoughtful, purpose-driven gifts that enhance pet well-being and strengthen human-animal bonds. Whether used for celebrations, gifting, or business promotions, these curated collections offer convenience, joy, and practical value. Below are key scenarios where dog goody boxes shine, each tailored to specific needs and occasions.

    Special Occasions and Celebrations

    Marking milestones in a dog’s life with a personalized goody box turns ordinary moments into memorable experiences. From birthdays to adoption anniversaries and major holidays, these boxes celebrate the pet as a valued family member.

    • Include festive-themed toys like squeaky birthday hats or bone-shaped cakes made from safe, edible materials
    • Add limited-edition treats such as peanut butter cupcakes or grain-free cookies decorated with yogurt coating
    • Incorporate interactive elements like puzzle toys or treat-dispensing balls to extend celebration time
    • Personalize with the dog’s name on tags or packaging for an extra-special touch

    Pro tip: Pair the goody box with a photo session or small party to create lasting memories.

    Making a Gift to a Dog Owner

    Gifting a dog goody box shows appreciation not only for the pet but also for the owner’s dedication. It's a unique, heartfelt present that stands out during holidays, housewarmings, or as a welcome gift for new pet parents.

    • Perfect for Christmas, Hanukkah, National Dog Day, or “más días” (extra special days beyond traditional holidays)
    • Available in beautifully wrapped, ready-to-gift packaging with ribbons and seasonal designs
    • Can be customized by breed, size, dietary needs (e.g., hypoallergenic, grain-free), or activity level
    • Often includes a handwritten note option, enhancing emotional connection and thoughtfulness

    Smart choice: Choose a premium box with a mix of fun and functional items—like a durable chew toy and dental treats—to balance enjoyment with health benefits.

    Short-Term and Seasonal Treats

    For pet owners who want to treat their dogs without long-term commitments, seasonal or one-time goody boxes provide flexibility and excitement without subscription pressure.

    • Winter/Christmas: Features include reindeer antlers, Santa-themed plush toys, and holiday-flavored treats like turkey & cranberry biscuits
    • Summer: Cooling bandanas, floating fetch toys, and frozen yogurt drops help dogs stay comfortable and engaged in hot weather
    • Halloween: Safe glow-in-the-dark collars, pumpkin-flavored chews, and ghost-shaped toys add festive flair
    • Easter/Spring: Grass-filled tug toys, egg-shaped treat balls, and lamb-flavored snacks align with seasonal themes

    Key benefit: These boxes encourage pet owners to participate in seasonal joy while promoting mental stimulation and safe indulgence.

    Promotional and Marketing Initiatives by Pet Businesses

    Pet-focused businesses can leverage branded goody boxes to boost visibility, enhance customer loyalty, and differentiate their services in a competitive market.

    • Grooming salons can offer a “Spa Day Aftercare Kit” with paw balm, a new toy, and breath-freshening treats post-grooming
    • Boarding kennels can provide a “Welcome Home” box to ease re-entry stress, featuring familiar scents and comfort items
    • Pet stores can sell limited-edition boxes during holidays, increasing foot traffic and average transaction value
    • All boxes can include business cards, discount coupons, and QR codes linking to loyalty programs or social media

    Marketing advantage: Branded goody boxes act as mobile advertisements—when pets enjoy them at home or in public, they spark conversations and word-of-mouth referrals.

    Travel or Temporary Foster Care

    Transitions such as travel, boarding, or temporary fostering can cause anxiety in dogs. A pre-packed goody box helps maintain routine and comfort during unfamiliar situations.

    • Include familiar treats and toys that carry the owner’s scent to reduce separation stress
    • Add calming aids like lavender-infused chews or anxiety wraps for long trips or new environments
    • Incorporate durable, non-perishable items suitable for transport (e.g., collapsible bowls, travel-safe treats)
    • Label contents clearly for caregivers with feeding instructions or usage tips

    Veterinarian-recommended: Use goody boxes as part of a transition plan to support emotional well-being and prevent behavioral issues.

    Expert Insight: The most effective dog goody boxes are those that combine novelty with practicality. Whether it's a birthday surprise or a promotional giveaway, always consider the dog’s safety, dietary restrictions, and play preferences. Including a mix of edible and non-edible items ensures longer engagement and better value. For businesses, consistency in quality and branding builds trust and repeat patronage.

    Scenario Ideal Box Type Key Components Lifespan/Usage
    Birthday or Adoption Anniversary Premium Celebration Box Personalized toy, festive treats, photo prop, certificate 1–2 weeks of enjoyment
    Holiday Gifting (e.g., Christmas) Festive Gift Box Themed toys, seasonal snacks, decorative packaging Immediate use, lasting 1–3 days
    Seasonal (Summer/Winter) Climate-Appropriate Box Cooling mat, heat-safe treats, weather-ready toys 4–8 weeks of seasonal use
    Business Promotion Branded Starter Kit Logo merchandise, sample products, coupon codes Ongoing brand engagement
    Travel or Foster Care Comfort & Care Box Familiar scents, anxiety relief items, durable toys Short-term, situational use

    Additional Considerations

    • Dietary Safety: Always verify ingredients for allergies—common triggers include chicken, beef, dairy, and wheat. Opt for natural, preservative-free treats when possible.
    • Eco-Friendly Packaging: Sustainable materials like recyclable cardboard and compostable wraps appeal to environmentally conscious consumers.
    • Customization Options: Offering breed-specific, size-appropriate, or age-targeted boxes (puppy vs. senior) increases relevance and satisfaction.
    • Shipping & Freshness: Ensure perishable items are packed with cooling elements and shipped via expedited delivery for optimal condition.
    • Emotional Value: A well-curated goody box isn’t just about products—it’s about creating moments of joy, connection, and care.

    Maximizing Profit: A Complete Guide to Reselling Dog Goody Boxes

    Reselling dog goody boxes has emerged as a lucrative opportunity in the booming pet care industry. With pet ownership on the rise and consumers increasingly treating pets as family members, demand for curated, high-quality pet subscription boxes is growing rapidly. For resellers, success lies in understanding the supply chain, identifying customer preferences, optimizing pricing strategies, and building a strong brand presence. This comprehensive guide breaks down the key aspects of sourcing and reselling dog goody boxes, offering actionable insights to help you build a profitable and sustainable business.

    Industry Insight: The global pet care market is projected to exceed $350 billion by 2027, with subscription-based pet products experiencing double-digit annual growth. Resellers who position themselves strategically can capture a significant share of this expanding market.

    1. Sourcing and Building Wholesale Partnerships

    Establishing reliable relationships with manufacturers or wholesale suppliers is the foundation of a successful dog goody box resale business. Direct partnerships eliminate middlemen, reduce costs, and improve profit margins.

    • Source Wholesale Directly: Purchase blank or customizable boxes in bulk from manufacturers to reduce per-unit costs. Many suppliers offer white-label or private-label options, allowing you to brand the boxes as your own.
    • Negotiate Favorable Terms: Seek suppliers who offer volume discounts, flexible ordering, and fast turnaround times. Long-term contracts may unlock better pricing or exclusive product access.
    • Secure Exclusive Products: Partner with niche suppliers to offer unique or limited-edition items not available through competitors. This differentiation enhances your brand value and customer loyalty.
    • Verify Supplier Reliability: Check reviews, request samples, and confirm certifications (e.g., FDA-compliant treats, sustainable packaging) to ensure product quality and safety.

    Pro Tip: Attend pet industry trade shows like SuperZoo or Global Pet Expo to connect directly with manufacturers, discover trending products, and negotiate exclusive distribution rights.

    2. Understanding Market Demand and Customer Preferences

    To stand out in a competitive market, resellers must align their offerings with evolving consumer trends and pet owner values.

    • Focus on Premium Ingredients: Consumers increasingly seek organic, grain-free, gluten-free, and human-grade treats. Highlighting clean-label products can justify higher price points.
    • Offer Themed and Seasonal Boxes: Capitalize on holidays (e.g., Halloween, Christmas) or occasions like birthdays, travel, or training milestones with themed boxes that create excitement and urgency.
    • Cater to Lifestyle Needs: Develop specialized boxes such as "Puppy Starter Kits," "Senior Dog Wellness," or "Active Dog Adventure Packs" to target specific customer segments.
    • Personalization Options: Allow customers to customize boxes based on breed, size, dietary restrictions, or preferences, enhancing perceived value and satisfaction.
    Customer Segment Preferred Features Price Sensitivity Suggested Box Theme
    New Puppy Owners Training treats, chew toys, grooming samples Medium "Puppy’s First Month" Kit
    Health-Conscious Owners Organic treats, supplements, eco-friendly toys Low "Clean & Green" Wellness Box
    Luxury Pet Parents Premium brands, designer accessories, gourmet snacks Very Low "Pawty in the City" VIP Box
    Budget-Friendly Shoppers Value packs, durable toys, staple treats High "Happy Tails Essentials" Box

    3. Pricing Strategies and Profit Margin Optimization

    Effective pricing balances affordability for customers with healthy profit margins for the business.

    • Subscription Model Benefits: Offer monthly, bi-monthly, or quarterly subscriptions to generate recurring revenue. Use tiered pricing (e.g., Basic, Premium, Deluxe) to cater to different budgets.
    • Calculate True Costs: Include product cost, packaging, shipping, labor, and overhead when determining minimum pricing. Aim for a gross margin of 40–60%.
    • Leverage Customer Lifetime Value (CLV): Focus on retention through loyalty rewards, referral bonuses, and personalized experiences to increase long-term profitability.
    • Monitor Competitors: Regularly analyze pricing from other dog box resellers to stay competitive without engaging in destructive price wars.

    Expert Insight: Bundle add-ons like custom bandanas or birthday cards for an extra fee—this upsells without increasing fulfillment complexity.

    4. Shipping, Fulfillment, and Branding

    Efficient logistics and memorable packaging are critical to customer satisfaction and brand perception.

    • Ensure Product Safety: Use insulated packaging for perishable treats and secure compartments to prevent damage during transit.
    • Optimize Fulfillment: Consider drop-shipping through your supplier or using a third-party logistics (3PL) provider to scale efficiently.
    • Brand Your Packaging: Customize box designs with your logo, colors, and messaging. Include thank-you notes or QR codes linking to social media to deepen engagement.
    • Offer Flexible Delivery Options: Provide express shipping, gift wrapping, or scheduling choices to enhance customer experience.

    5. Marketing and Customer Engagement

    Building a loyal customer base requires consistent, emotionally resonant marketing.

    • Leverage Social Media: Platforms like Instagram and TikTok are ideal for showcasing unboxing videos, pet reactions, and user-generated content. Use hashtags like #DogGoodyBox or #TreatOfTheMonth to increase visibility.
    • Run Referral Programs: Incentivize current customers to refer friends with discounts or free boxes—word-of-mouth is powerful in the pet community.
    • Collect and Showcase Testimonials: Feature customer reviews and photos of pets enjoying the box on your website and ads to build trust.
    • Engage Beyond the Sale: Send follow-up emails with pet care tips, exclusive offers, or surveys to keep your brand top-of-mind and encourage repeat purchases.

    Marketing Hack: Partner with pet influencers to unbox your box on social media—micro-influencers often deliver higher engagement and ROI than larger accounts.

    Final Recommendations for Long-Term Success

    • Start small with a niche focus (e.g., small breeds, allergy-friendly treats) and expand as you grow.
    • Invest in a professional website with seamless checkout and subscription management.
    • Track key metrics like customer acquisition cost (CAC), churn rate, and average order value (AOV).
    • Stay updated on pet food trends, regulations, and sustainability practices.
    • Always prioritize customer experience—happy dogs mean happy owners and repeat business.

    Reselling dog goody boxes is more than just moving products—it's about creating joy for pets and their owners. By combining strategic sourcing, customer-centric design, smart pricing, and engaging marketing, you can build a brand that stands out in the competitive pet industry. Whether you're launching a side hustle or scaling a full-time business, the opportunities in this space are vast for those who deliver value, quality, and a touch of wag-worthy charm.

    Frequently Asked Questions About Dog Goody Boxes

    Q1: What is a dog goody box?

    A dog goody box (also known as a "treat box," "subscription box," or "pawp box") is a curated package filled with premium treats, durable toys, chews, and sometimes stylish accessories designed specifically for dogs. These boxes are often themed around a particular occasion—such as holidays, birthdays, or seasonal events like summer or winter—or tailored to a dog’s preferences, size, or lifestyle.

    Many goody boxes are delivered monthly or quarterly through subscription services, offering pet owners a fun and convenient way to spoil their furry companions. Popular themes include “Puppy’s First Box,” “Halloween Howl,” “Holiday Cheer,” and “Adventure Pack,” each bringing a unique combination of surprise and delight for both dogs and their humans.

    Q2: Are the treats in the goody boxes for dogs healthy?

    Yes, most reputable dog goody box providers prioritize health and safety by including only high-quality, vet-approved treats. These treats are typically made from natural ingredients and avoid artificial preservatives, colors, and fillers. Many brands focus on clean-label nutrition, using real meat, vegetables, and wholesome grains—or going grain-free for sensitive pups.

    • Natural Ingredients: Real chicken, beef, salmon, sweet potatoes, and peas are common components.
    • Allergen-Friendly Options: Gluten-free, grain-free, and limited-ingredient treats cater to dogs with food sensitivities.
    • Functional Treats: Some boxes include dental chews, joint-support snacks, or calming bites infused with supplements like glucosamine or chamomile.
    • Certifications: Look for boxes that partner with USDA-certified kitchens or those that comply with AAFCO (Association of American Feed Control Officials) standards.

    Always check ingredient lists if your dog has allergies or dietary restrictions, and consult your veterinarian when introducing new treats into their diet.

    Q3: How can resellers successfully market dog goody boxes?

    Resellers can boost sales and build brand loyalty by leveraging emotional appeal, convenience, and exclusivity in their marketing strategies. Here are proven methods to effectively promote dog goody boxes:

    • Social Media Campaigns: Use Instagram, TikTok, and Facebook to showcase unboxing videos, customer testimonials, and behind-the-scenes content. Pet influencers can amplify reach and trust.
    • Referral & Loyalty Programs: Encourage word-of-mouth marketing by offering discounts for referrals or rewards for repeat purchases.
    • Limited-Time Offers: Create urgency with seasonal promotions, bundle deals, or early-bird pricing for new subscribers.
    • Email Marketing: Send personalized newsletters featuring upcoming themes, customer spotlights, and exclusive coupon codes.
    • Partnerships: Collaborate with pet stores, groomers, or veterinarians to offer sample boxes or co-branded promotions.

    Highlighting the joy and surprise element of receiving a themed box can emotionally connect with pet parents who view their dogs as family members.

    Q4: Can the contents of the dog goody boxes be personalized?

    Absolutely! Personalization is one of the biggest selling points of modern dog goody boxes. Many subscription services allow customers to customize boxes based on several key factors:

    Customization Option Details Benefits
    Dog Size Small, medium, large, or extra-large Ensures toys are safe and appropriately sized; prevents choking hazards.
    Breed & Age Puppy, adult, senior; breed-specific needs (e.g., chew strength) Tailors treats and toys to developmental stage and chewing habits.
    Dietary Needs Grain-free, hypoallergenic, low-fat, or prescription-friendly Suitable for dogs with allergies, weight issues, or medical conditions.
    Preferences Favorite flavors (e.g., peanut butter, bacon), toy types (plush, rubber, puzzle) Increases enjoyment and engagement for the dog.

    This level of customization enhances customer satisfaction and reduces the risk of receiving unsuitable items, making the experience more meaningful and practical.

    Q5: What is included in a seasonal goodie box for dogs?

    Seasonal dog goody boxes are specially designed to celebrate holidays, weather changes, or annual events. They combine festive fun with functional items that suit the time of year. Typical inclusions vary by season but often feature:

    • Seasonal-Themed Treats: Pumpkin-spiced biscuits in fall, peppermint-flavored snacks during Christmas, or cooling yogurt drops in summer.
    • Festive Toys: Halloween monster plushies, Easter egg-shaped squeaky toys, or patriotic bandanas for July 4th.
    • Weather-Appropriate Accessories: Lightweight bandanas or cooling vests for summer; cozy sweaters, raincoats, or booties for winter.
    • Interactive Items: Puzzle feeders shaped like jack-o'-lanterns or holiday gift boxes to keep dogs mentally stimulated.
    • Owner-Dog Matching Gear: Some boxes include matching bandanas or holiday-themed collars for both pet and parent.

    These limited-edition boxes often become collectible favorites and make excellent gifts for dog lovers. Because they're time-sensitive, they also drive urgency in purchasing decisions, making them a powerful tool for resellers and brands alike.