← Convergent Perspectives

The curious case of the Cracker Barrel Logo Unbranding

Joy Joseph · Managing Partner, Syneractiv

The Cracker Barrel Logo Rebranding is probably going to go down in history as a corporate cautionary admonition to leaping without thinking. Without a compelling strategic reason, the cost of abandoning accumulated equity, affinity, and recognition will run the risk of outweighing the benefit of a fresh brand-look. Especially if legacy is core to the brand identity. For Cracker Barrel, on the flip side this PR gaffe has driven a boatload of free impressions 😀. Organic search interest sits at 4X their 5-year high-point, and I am sure they are going to see the corresponding lift in brand recognition. Plus, loyalists are happy at being heard. So maybe a win-win after all!

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