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]

Cracker Barrel's new logo and $700 million brand overhaul sparking some backlash from customers and critics who say the company is abandoning its country roots. You see the old logo on the left there with the older gentleman, the Cracker Barrel kind of leaning back into things. The new logo, yeah, to put it politely, looks pretty bland.The did the stock did fall about 10% yesterday. Joining us right now with more on what's turning into a major branding blunder is Americas Reed, Wharton School of Professor o ...