In Part One of this series I talked about "designer dogs" and the reason for giving them fancy names. Now I'll give two powerful examples of how changing a name increased consumer demand dramatically.

Not convinced there's power in a name?

Example One

Wally Conron, puppy-breeding manager of the Royal Guide Dog Association of Australia in the 1980's, describes why he renamed his poodle x labrador puppies. No one was interested in them until: 

"By eight weeks of age, the puppies still hadn't found homes. Frustrated and annoyed with the response to the trio of cross-breeds I had carefully reared, I decided to stop mentioning the word cross-breed and introduced the term labradoodle instead to describe my new allergy-free guide-dog pups.

It worked – during the weeks that followed, our switchboard was inundated with calls from other guide-dog centres, vision-impaired people and people allergic to dog hair who wanted to know more about this “wonder dog”. My three pups may have been mongrels at heart – but the furore did not abate." (1)

You brand your product. It sells.

Wally Conron also mentioned his concerns after coining the name "Labradoodle":

"I quickly realised that I’d opened a Pandora’s box when our next litter of ten labradoodles produced only three allergy-free pups. 

I began to worry, too, about backyard breeders producing supposedly "allergy-free" dogs for profit. Already, one man claimed to be the first to breed a poodle- Rottweiler cross! 

Nothing, however, could stop the mania that followed. New breeds began to flood the market: groodles, spoodles, caboodles and snoodles. Were breeders bothering to check their sires and bitches for heredity faults, or were they simply caught up in delivering to hungry customers the next status symbol? We’ll never know for sure.

Today I am internationally credited as the first person to breed the labradoodle, but I wonder, in my retirement, whether we bred a designer dog – or a disaster!"  (1)

Example Two

One rescue centre's adoption campaign used the very principle that a name sells to increase adoptions of abandoned dogs. They gave designer names to the dogs. No two names were the same, each dog was a unique “design” just waiting for a forever home. They had a subsequent increase in adoptions.  It was a win-win-win situation for all involved;

1. the adoption centre saved a dog, received income and more space to save more dogs,
2. the dog got a new forever home, and
3. the adopter got a new family member at a reasonable price.

Now that’s where I applaud clever marketing.

In Part Three of this designer dog series I'll talk about where our dogs actually come from. It may shock you.

Hear Wally Conron interviewed here.

See Wally Conron interviewed on the Project (from 19.00 - 22.35) - I had to post the whole video.

(1) Read Wally Conron's labradoodle story here.

NB The links I provide contain valuable information but do not imply that I agree with all content in its entirety.

The purpose of this blog series is to raise awareness of where our puppies may be coming from and the ethical issues that surround their production and sale. I hope it encourages you to look a little deeper and do your own research when the time comes to select a new furry, family member.

Part One looks at the insidious reason behind the oodles of new dog names (pun intended).

Dogs are big business.

Look at the list below of some purported breeds provided by a single puppy supplier. I use “purported” because the designer names used are not actually recognized breeds.

Beagalier  (Beagle cross Cavalier)
Cavocker (Cavalier cross Cocker Spaniel)
Cavador  (Cavalier cross Labrador)
Cavoodle  (Cavalier cross Poodle)
Groodle  (Golden Retriever cross Poodle)
Jug  (Pug cross Jack Russell)
Maltalier  (Maltese cross Cavalier)
Maltese Shih Tzu  (No designer name was given for this cross. What? Malty Shit not suitable?)
Mini Groodle  (Golden Retriever cross Miniature Poodle)
Moodle  (Maltese cross Poodle)
Pugalier  (Pug cross Cavalier)
Puggle  (Pug cross Beagle)
Schnoodle  (Schnauzer cross Poodle)
Spoodle  (Cocker cross Poodle)

So what's my point?

The list above is what has become known as "designer dogs".  It's a relatively new term coined in the late 20th century. These are actually cross breeds with a fancy, schmancy made-up name. There’s nothing wrong with cross breeds. Cross breeds abso-jolly-lutely rock! Pedigree dogs originally come from cross breeding. There’s nothing wrong with “designer dogs” per se. I even think fancy, schmancy names are quite humorous. What’s wrong is the impression the “designer dog” label gives implying that one may be getting a specially designed and recognized breed and the calculated reason behind doing this. 

“So, what’s the reason?” I hear you ask.

A consumer is charged a lot more for the privilege of purchase simply due to the Ritzy name.

Even pedigree dogs have become targets for "designer" names. Have you heard of "Teacup" dogs and puppies? It's another very clever designer label used to describe a smaller than usual dog from a miniature breed e.g. chihuahua, pomeranian. Cute sells. Nothing much cuter than a palm-sized puppy with an appealing name who stays puppy-sized forever. Be warned: small in size does not mean small in maintenance. These little fellows can be high maintenance. Read more about "Teacup" chihuahuas from a breeder.   Here's more advice from a trainer on choosing a breeder if the "Teacup" marketing has been successful!

Some buyers believe the designer name means it's an actual pedigree breed. It's kind of like designer clothes; say, Dolce and Gabbanna versus Target. Which would you expect to pay more for? Now what if you buy a Bali rip off with the Dolce and Gabbanna tag?  Not the real thing, but hey, no one can tell. It's all in the name.  Designer dogs are like the Bali rip off - except the price hasn't been dropped! It's been increased. Not a pedigree breed but the name implies some sort of special breed worth more than a cross breed.

That analogy in NO WAY implies that pedigree dogs are inherently better or should be valued any more than cross breeds. There's no dog snobbery involved. This is about what we are doing to dogs, including the manner in which we are breeding and selling them. After all, how many of us have wondered why on earth label clothes are so expensive when you can't even tell the difference with the copied version? They often come from the same sweat shops as the budget brands. Unfortunately, the sweat shop analogy can also be used to describe the process used to produce many "designer dogs". The designer label analogy is given to show the power of branding and labelling over how one perceives value and therefore what one might be prepared to pay for something.

This is what businesses do.  They market commodities.  They use branding as a tool to do this.  Dogs have become a commodity.

In the next blog, I’ll give two powerful examples of how consumers were not remotely interested in cross-breed dogs - until those same dogs were given designer names.

NB  The links I provide contain valuable information but do not imply that I agree with any content in its entirety.

Zuri is a cautious dog. She is curious about new things but hesitant in her approach to investigate. Ready to flee at the slightest hint of danger. Loud noises startle her.

Today I was prepared to protect Zuri from the noise and chaos when the tree loppers came with trucks, electric saws, grinders and mulching machines.  Part of me wanted to instigate a behaviour change plan to help her overcome her fear. The other part of me decided that I don't have to be planning alternative behaviours and graded task approaches to scary stimulus all the time. I can take a chill pill and just protect Zuri, put her in a quiet, safe room and manage the situation.

Dogs are the best teachers.

What started off as management actually became a process of changing behaviour, guided totally by Zuri's responses.  I closed the windows, shut all the doors and left Zuri in her safe place under the desk. I went outside to the mayhem of saws and rumbling mulchers. I peeked inside after a few minutes and Zuri was standing at the front door. Huh? Are you interested in what's going on, Zuri?

I opened the front door a little, so it still offered a buffer of safety but also enough so that she could come out if she wanted. She poked her head out and then walked out. She stayed close to me, watching intently. I had no treats. The door remained opened and was her escape route should she decide she'd been outside long enough. Having the choice to stay or go is very important for fearful dogs.

She stayed. The noise was quite incredible and when a tree fell, the ground actually shook. Zuri took it well. Then, after only a few minutes, she surprised me by moving away from me and settling on her favourite outside chair to continue to observe proceedings. Then she settled further by resting her head on the arm of the chair. When the noise increased and machines moved closer, she got off the chair and came back to me. I simply leant my arm on her back to give for moral/social support. The front door was still open, she could have run inside, but the social contact seemed to be what she needed in that instant. Then she returned to her bed.

When the noise stopped for intermission, Zuri went and investigated the site of the lopping. She sniffed the tree trunks, walked amongst the workmen who were raking, sniffed their rakes and let them pat her as they passed. This was sensational. Zuri was performing her own behavioural change programme, choosing when to approach (decrease distance) at her own pace. I was most impressed that although she had an escape route (the open door), she never used it. I didn't need to reassure her with treats, my proximity was enough and she chose when she needed to be closer to me and when she could explore further away.

My heart leapt when she started rolling in the grass, right next to the mulching truck, amidst the raking workers. This is the epitome of a relaxed and content Zuri.

Sometimes, doing "nothing" is one of the best ways to help a dog overcome fear. By nothing, I actually mean letting the dog guide the process. I actually did a lot of deliberate and strategic things:

* I made her feel safe and did not compel her to face her fear in any way.
* Yet I listened when she felt brave enough to come out and opened the door.
* I didn't cajole her out or coax her out with treats, I let her make the choice herself.
* I still provided safety by leaving the door halfway open/closed as a buffer to the noise and as an escape from the noise if required.
* I stayed still and consistent, let her do all the moving - she knew where I was all the time, could return to me or go inside at any time.
* I didn't ask her to do anything.
* I Let her take her time. She had all the time in the world to watch, listen and gather information from whatever vantage point she felt comfortable.
* I've provided her with a history of alternate behaviours to fall back and a history of removing her or helping her cope with stressful situations in the past.

Sometimes, seemingly doing "nothing" is doing a whole lot of something!

Watch the outcome in the video below. Email subscribers can see the video here.