We used emotion to create a category leader. Green Cross operated a range of veterinary clinics and pet stores under a range of brands and identities. They were seeking a brand perspective that could bond their diverse businesses together. We found that glue in a compelling universal truth: that pets make us better humans. The single, coherent master-brand position was embraced across all areas of the business, empowering purpose, pride and providing a clear leadership position in pet care, reflected in sales growth post launch.