When Cracker Barrel unveiled its new logo last week as part of an ongoing brand refresh , it wouldn't have expected the marketing move to spark a public furor and cause the restaurant chain's value to sink by nearly $100 million .

Yet the episode highlights the potential perils of tinkering with a company's branding. Following the backlash, Cracker Barrel conceded that its rebrand amounted to a misstep, saying in a statement on Monday that it "could've done a better job sharing who we are and who we'll always be."

Much of the uproar focused on the new Cracker Barrel logo doing away with the image of an older gentleman sitting in a wicker chair leaning against a barrel. The man depicts company founder Dan Evins' Uncle Herschel, whom Cracker Barrel insists will remain an integral p

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