Here is the reason for facing Krakir planets violent reactions to the brand rename

Violent reaction online This was followed by millions of dollars in returning the brands of Cracker Barrel than just a loss of an older man in rural clothes that rest his arm over a wooden bar.

Cracker Barre is far from the only company that renews its image, but its decision to do this hit an unexpected tendon with customers because it risk erasing a dear feeling of nostalgia, according to the experts.

The old photo logo, which embodies the southern hospitality of the brand for 56 years, was replaced by only text design. Not only ignited a violent reaction, but caused the brand’s shares to drop. Cracker Barrel shares fell by more than 12 % on Thursday, a sharp decrease since April, before ending the session by more than 7 %.

Critics said the brand renamed is a risky step for a company that is already struggling with thin margins.

In a statement to Fox Business, Cracker Brellle said that its values ​​have not changed and that “Uncle Hershel remains at the forefront and the center in our restaurants and in our list.”

Craacker Barrel joins

“Cracker Barrel was a destination for comfort and society for more than half a century, and this fifth development of the brand logo, which works through digital platforms as well as advertising paintings and road signs on the side of the road, is an invitation to original and rooted in the form of the iconic barrel and the word brand that started everything in 1969.”

“This is not only about beauty, it is about the emotional thread that the slogan with generations of customers,” said Lynse Smith, CEO of Lynn Smith Media & Communications. “By removing the classic cousin Hershel, not only the Cracker Barrel design, but also took a piece of Americana, according to the customer.”

Smith, who consulted with companies about crisis contacts, said it is similar to “Bud light of report They did not want to be beer in the homes of Fati, the public has other plans. Smith continued, saying: “When the brand touches the basic values ​​that you feel personal, you don’t feel the change, this seems to be erased.”

index	protection	last	Changing	% Change
CBRL	Cracker Barrel Old Country Store Inc.	54.27	-0.14	-0.25 %

Ian Bayer, founder and director of the Executive of the Marketing Consulting and Strategic Vision, agreed that the reverse reaction was never about the slogan, as he described it as a “emotional wave”.

“He is one of the people who feel at any time when a cultural icon is updated or made more comprehensive. We have seen it before: the aunt Jemima and Uncle Ben led to similar reactions – but those brands survived the change because the execution was implemented in a very deliberate way,” said Bayer.

Cracker Barrel Executive insists on reshaping restaurants is “What the guests have requested”

Compared to the cracking barrel, these brands “dealt carefully with novels instead of just letting things happen.”

There are still many cases where the logo changes pass quietly because it does not disrupt the emotional contract that the brand keeps with its fans, but Bayer argued that Cracker Barrel is a different case because it is not just a restaurant.

He said: “It represents a certain type of American: traditions, comfort, identity,” adding that “when a brand like this changes, even with skill, the interpretation calls: What do you change, and why now? And more treachery for some: Who are you trying to attract?”

Any change in the climate today He reads through a cultural lens, according to Bayer.

“We are at a stage that we do not take the side He is Take a side – this means that the design disk can feel like a betrayal if someone holds a specific tradition near his heart. ”

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When the company returns the brand itself, aesthetics and emotion are equally important. He added that Jaguar had made a mistake that Wall Mart, Burger King and Cadillac are two updates that succeeded in being on the ground, as they scored himself because they tried to re -invent himself without really understanding how its fans – or did not do so.

“My advice to any brand: Invest in understanding your customers – not only for you, but also your horizons and even your competitors,” he said. This type of insight does not eliminate the risks, but it turns the land cards into calculated bets. “