A lot of Scotch Whiskeys use animals as part of their brand name. So SLY DOG nods to that.
Other Scotch whiskeys have complicated names that are hard to pronounce (if you're not Scottish).
We avoid that.
We are not a serious, high brow, brand. Rather we are that Scotch that tags along on a mischievous night on the town - with a wink, wink, nudge, nudge.
Description of the product target audience
Male. 20-25 years old would be our Early Adopter market. Middle Class preferring to purchase Scotch as opposed to Whiskey. Buying slightly above entry level.
However, our longevity is the mature 40-60 year old bracket who will re-buy the product once sampling the liquid.
We have a whole website dedicated to the brief. Right Here....https://marc0450.wixsite.com/slydog
What to avoid
Don't use the same Dog image we have on our samples.
While Vectors are OK, avoid cartoons. We are a fun brand, but we're not a kids brand.