What went wrong with Cracker Barrel's rebrand?

Branding & Marketing - Cracker Barrel's new logo and $700 million brand overhaul are facing backlash for allegedly abandoning its country roots [1] - The new logo is perceived as bland and boring [1][2] - The company's stock fell about 10% following the rebranding announcement [2] - Social media is expressing outrage over the new logo [3] - The rebranding is seen as an attempt to simplify and modernize the brand [4] - A key marketing principle for rebranding is to have a narrative ready to explain the change to consumers [5][6] - Companies should test rebranding changes with loyal customers to gauge their reaction before a full rollout [6][7] Potential Risks - Mishandling of the rebranding process can lead to negative reactions amplified by social media [3] - Failure to prepare a narrative explaining the rebranding can result in consumers filling the silence with negative opinions [6] - Ignoring early warning signs from customer testing can lead to a rebranding effort spiraling out of control [7]