Good morning. Laila McLillan here, Diane Brady fills. It is the dilemma of any executive director who has seized a turbulent brand of that-that can be associated with it. How do you refresh things without isolating loyal customers? Of course, we are talking about the frenzy about the biscuit barrel, which witnessed a brutal reaction to its update batch, especially its new simple slogan that was revealed last week. Although Slogan It seemed similar to the old self-yellow and yellow with the same old old line-it did not include a literal barrel and the character of the elderly who sat on a chair next to most of the 56 years.
When I asked David Reepetene, a professor of marketing at Warton School, about his opinion failureThe company and CEO Julie Fils Massino gave a mixed review. Trademarks have no choice but to make refreshments and facing the anger of loyal customers who may be concerned about modernity, so the CEO revives the insistence on the development of a barrel of cracking.
After all, according to Jake Bartlet, an analyst at Truist Securities, notes that traffic in restaurants has decreased for years, MASINO, who joined in 2023, and investors a major transformation that will be paid in 2027.
To achieve this end, the company was testing a set of updated and less disturbing interiors in a small part of its stores and talking to investors and clients about trials for several months. Masseno recently appeared on Good morning America She addressed some criticism of the new appearance; Despite the social media posts that include customers who call it reshaping and fill, the CEO said most of the comments were largely positive. It also reassured the fans that the crushing barrel of their childhood is still intact. She said: “The soul of the barrel of the number does not change.” “The vibrant chairs are still present. The stove is present, the link game, all things that make the broken barrel, the cracking barrel.”
But when it comes to changing the logo, the company said a little, a market filling the void, and mocking the logo as boring. Some conservative activists Go furtherHe accused the CEO of abandoning the heritage of the brand as “Wokeness”. This line escalated from the discussion to silly degree.
The essence of the problem may not be the logo at all. It is, in renewing the company’s image, driving failed to communicate the Cracker Barre’s vision the next the chapter. “It will be great for Cracker to say,” Here’s what we are defending now, “Ripstheen note, instead of,” We have changed some background about our name. “
This is something the late graphic designer Paul Rand, Who created The famous IBM logo “M” Rebus, everything is good. “A slogan derives its meaning from the quality of the thing that symbolizes it,” once books“Not the opposite.” –Lilk McLilla
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Communication CEO daily via Diane Brady in [email protected]
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