Developing Pet Premium: Brand Building in the Age of Connected Commerce

In this episode, we sit down with Alden Zeff, Global Connected Commerce Associate Manager at Champion Petfoods, to explore how premium pet brands develop and display their identity in an increasingly digital and marketplace-driven world. We discuss the challenges of maintaining brand consistency across ecommerce, retail media, and brick-and-mortar channels, while balancing personalization, performance marketing, and long-term brand equity. The conversation highlights how pet humanization, sustainability, and data-driven commerce are shaping how premium pet brands show up for today’s pet parents.