The document discusses PETA's brand and website. It notes that PETA does not have a strict positioning statement or style guide for visuals and communications. While protective of its brand when attacked, PETA generally allows others to use the brand as long as it fits with the mission. The mission is outlined as working to end animal abuse and exploitation. The document then discusses qualities of an effective website brand, such as being trustworthy, relevant, innovative and service-oriented. It stresses the importance of adapting to the audience and updating regularly.