Cracker Barrel’s new logo has been called a “textbook case of how not to rebrand,” losing touch with the quirks that made people love their brand and erasing what it did best. By contrast, Chili’s has enjoyed a “corporate turnaround for the ages” by simplifying operations and focusing on its core. And though the Dallas Cowboys have failed to win on the field for decades, their mastery of the “attention economy” keeps them the world’s most valuable sports franchise. Unlike brands that thrive on publicity, the Christian “brand” depends on transformed lives—Jesus changes only what we yield to him.

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