Shares in Cracker Barrel Old Country Store, Inc. (Nasdaq: CBRL) aren’t reacting as much as the company had probably hoped on Tuesday after the beloved country-style restaurant chain apologized over a logo redesign it rolled out last week.

The backlash highlights the level of emotional attachment that customers have to a brand’s identity. Here’s what you need to know about the Cracker Barrel logo redesign, apology, and the effect on CBRL stock.

What happened?

On August 19, Cracker Barrel announced that it was launching a redesigned logo. Gone was the old-timey “Cracker Barrel Old Country Store” logo, which featured the laid-back “old timer” Uncle Herschel sitting in a chair, resting his arm over a wooden barrel.

It was replaced with a more modern, minimalistic logo that consisted of not

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