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10 September 2025 / Essay
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Copy LinkAnother rebranding disaster, Cracker Barrel, hit the news recently. This piece examines the risks, rewards, and reactions to changing aspects of one your most valuable intangible assets—your brand. How do you balance the need to stay culturally relevant with protecting the equity invested in the heritage of your brand? And how do you make sure not to offend your loyal customer base?
Another rebranding disaster, Cracker Barrel, hit the news recently. This piece examines the risks, rewards, and reactions to changing aspects of one your most valuable intangible assets—your brand. How do you balance the need to stay culturally relevant with protecting the equity invested in the heritage of your brand? And how do you make sure not to offend your loyal customer base?
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