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Sustainability Marketing: From Brand Image to Brand Substance

Nairobi Java House recently rebranded. The coffee chain, which has 36 coffee houses and restaurants, is now spotting a new logo. In an interview with Reuters, Kevin Ashley, who founded Java’s first outlet in Nairobi in 1999, said the company is looking to expand to Kigali, Dar-es-Salaam, Lagos, Accra and Lusaka. For now, the firm’s only outlets beyond Kenya are in Uganda’s capital Kampala. As Java looks to occupy a bigger share of the market under a new brand image, perhaps it is also time for the coffee chain to take a closer look at its brand’s purpose… Continue reading “Sustainability Marketing: From Brand Image to Brand Substance”