GPS Marketers was contacted to help market a small but growing pet service company called We Heart Dogs. With a recent surge in dog ownership, the company wanted to get the word out about their training and boarding services. Knowing that many people work outside the home, the company offers services to train dogs so they won't experience separation anxiety during the day when their owners are gone. For people who travel, the company offers boarding services that include homes that will foster dogs while their owners are away. GPS researched competitors and found that the services this company offered were unique, and they focused the brand strategy around that fact. Why did GPS go to the work to determine what was unique about the company's services? When marketers help clients understand their uniqueness, it helps build their clients' confidence and helps them feel important. Defining what was unique about the company's services helped the marketers get to know the client and appreciate the amazing service they provide. Developing a unique selling proposition is needed for the marketers to have enough information to effectively market the services the company provides.