Kitar Cats Manifesto (brand story write-up) is a resource for the brand to refer back for its purpose, values, tone and voice.
Content pillars help Kitar Cats keep its focus on content that tells a consistent brand story.
The HATED BY KIBBLE MAKERS EVERYWHERE storyline sets up Kitar Cats' brand positioning vis-a-vis kibbles.
EVERYTHING THAT KIBBLE IS NOT continues the we're-not-kibbles plot with a focus on differentiating Kitar Cats from ultra-processed foods.
LOVED BY CATS EVERYWHERE features the contrasting opposite of the haters (kibbles), shining the spotlight on the love for Kitar Cats.
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