Not acting the like category is a great way to get noticed and talked about.

That’s a picture of my new dog below. His name is Shamus and he’s a male shetland sheepdog pup. About 6 months old. Weighs 13 pounds. He won’t get much bigger than he is now. He’ll get meatier.

Shetland sheepdogs are the ones that look like little versions of LASSIE.

Like their bigger cousins they are somewhat nervy. Their job is being constantly vigilant and defending that which all other breeds of dog just love to eat. Most dogs love terrorising and savaging sheep. That’s their natural dog instinct. It’s kind of amazing that man ever managed to train dogs NOT to do that fundamentally instinctual thing. But Scottish people can do anything!!!

Shamus is my family’s second Sheltie, as they’re known. Shamus is completely unlike any Sheltie or other breed of dog i’ve owned for that matter. He doesn’t have a single nervous muscle in his body. He couldn’t care less what the kids (his sheep!) are up to. He can sleep at the drop of a hat.

We call him Rasta-FUR-i. He has a different energy. He’s Dean Martin reincarnate.

Shamus doesn’t come to you. You come to Shamus.

And it works like a charm. His unique energy is magnetic. He’s a star. Everyone wants to know about Shamus. And then the next step is loving him.

It strikes me that being the Shamus in your category could save a brand a lot of money. I’ve seen it work a couple of times. And nothing pisses off your competitors like not playing by THEIR rules.

There’s always a scarcity of likeable and chilled out people. And brands. And dogs.