It is rare that a company rebranding makes international headlines, let alone a casual dining chain with locations scattered across small-town America, but that is exactly what Cracker Barrel recently achieved.
The decision to replace – and later hastily reinstate – the brand’s 1970s-era ‘old timer’ logo drew hyperbolic reaction on both sides of the Atlantic. Social media users pondered whether the rebrand was an elaborate publicity stunt designed to generate renewed interest in the brand. Media commentators described the logo reversal as emblematic of the power of consumers to influence corporations, a narrative that particularly resonated, given the brand’s popularity among rural and working-class audiences. Even President Trump, who has heavily courted such voters, weighed in.
Why brands rebrand – and why consumers take note
For those in marketing circles, the debate felt eerily similar to the hysteria that surrounded Jaguar’s controversial rebrand late last year. In each case, commentators – many unlikely ever to dine in a Cracker Barrel or drive a Jag – quickly seized upon declining sales data as evidence that such rebrands had failed.
But while the long-term impacts of such efforts will take years to become clear, such design switches are almost never isolated decisions. Announcements may go viral in mere hours, but they are likely the conclusion of months of consumer research and careful planning, fuelled by a need for change.
In Jaguar’s case, that change was declining sales and a need to pivot to electric vehicles, whilst Cracker Barrel was attempting to signal the arrival of a new menu and revamped interior design. On the British high street, WH Smith stores were suddenly replaced with a new, ‘TG Jones’ name, following the separation and sale of the company’s retail arm.
The reaction to these changes – however positive or negative – shows the power of brand itself. As consumers we form relationships with brands over decades of exposure, such that any changes, if not effectively communicated, can feel like the loss of a family heirloom.
The power of nostalgia
Whilst some brands have adopted modern, minimalistic identities in recent years, others have embraced the past, such as IRN-BRU bringing back its iconic ‘Made in Scotland from girders’ tagline in its latest campaign. This tactic seems, counterintuitively, to resonate with younger audiences; a GWI report found that some 37% and 21% of Gen Z felt nostalgic for the 1990s and 1980s, respectively, despite none having living memory of such times.
Faced with turbulent political times, economic uncertainty and fears over excessive screen-time, the return to a bygone identity can offer comfort to consumers. But it also comes with risk, particularly if nostalgic branding evokes connotations best left to the past.
Iceland, in tweaking its tagline to ‘That’s why we go to Iceland’ last year, offered a case study in retaining heritage without reinforcing outdated shopper stereotypes.
As with so much in marketing, behind every viral story lies a trail of consultants taking a calculated risk, and the recent Cracker Barrel controversy is no exception. But while sometimes a visual refresh is an unavoidable decision, it should always be taken in consultation with consumers.
