Invisible Fence’s name is truly a curse. While it is recognizable since it was the first in the market, the name not only describes what it is but also describes the category it created. The curse comes in when people are simply looking for an “invisible fence” and might consider lower-cost competitors that are not effective thus hurting not only Invisible Fence’s brand but also damages the credibility of the category. 

Invisible Fence Brand is sold through two-step distribution. In 2004, the brand had been through 6 marketing directors in 7 years. The brand was losing marketshare and revenues were stagnant. New marketing management entered the brand and in fewer than three years gained the confidence of the distributors and dealer network to the degree that the company and its programs took back the brand and its materials were almost universally accepted and implemented by the dealer network. The brand became so dominant in the market that eventually its closest competitor purchased the company.