3 Lessons to Learn From Cracker Barrel's Rebranding Mistakes

Key Takeaways

Most marketing and rebranding mistakes stem from executives pursuing their own ideas rather than understanding what customers actually want.

Brand equity and emotional connection can outweigh product improvements. When making significant changes, tread carefully and test broadly.

Make certain any change has purpose and can be easily explained, and don’t abandon brand recognition unless you have a stronger, clearer message to present.

Unless you’ve been isolated on a remote island with little to no connection to the outside world, you’ve likely heard about the recent marketing blunders at Cracker Barrel , the 46-year-old Southern restaurant chain. Multiple articles have examined the situation, indicating that the senior executives failed to understand their customers and