Next Generation Green: White Dog Cafe and Its Evolving Brand Identity
In May 2017, The White Dog Cafe (White Dog) had been under new ownership for seven years, had opened two new locations, and had continued most of the initiatives that had made it one of the most well-respected and sustainably run restaurants in the United States. But the restaurant was still relatively unknown. How could White Dog's director of marketing convince owner Marty Grims that a brand management agency could help the White Dog brand evolve to meet the expectations of an increasingly sophisticated marketplace? Diane M. Phillips is affiliated with Saint Joseph's University. Jason Keith Phillips is affiliated with West Chester University.