Next Generation Green: White Dog Cafe and Its Evolving Brand Identity

Case Solution

Diane Phillips, Jason Keith Phillips
Ivey Publishing ()

As of May 2017, The White Dog Cafe (White Dog) had been new ownership for seven years, had opened two new locations, and continued most of the initiatives that had made it one of the most respected and sustainable restaurants in the States. But the restaurant was still relatively unknown. How did White Dog’s chief marketing officer convince owner Marty Grims that a brand management agency could help the White Dog brand evolve to meet the expectations of an increasingly demanding market?

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