More Than Just a Barrel: Protecting Reputation Risk When Introducing a Brand Refresh

In the wake of the Cracker Barrel logo controversy, branding and marketing teams can manage reputational risk by focusing on transparent communication, thoughtful engagement, phased implementation, and active listening. Doing so can ensure that heritage brands modernize their identity without compromising the emotional equity they've built with consumers over time.

When navigating a brand refresh as part of a broader strategic transformation, there are four key components brands should keep in mind: 

Proactive and Transparent MessagingHeritage brands carry deep emotional and cultural resonance. Sudden changes—especially to visual identity—can feel jarring or even alienating to loyal audiences.

For marketers stewarding heritage brands, rebranding—especially a logo change—is not just a design decision, but a strategic act of storytelling.

To mitigate this:

Brands must clearly communicate the “why” behind the rebrand, well ahead of implementation. It is essential to…