Cracker Barrel created controversy when removing the man and the barrel from its logo — a simplification that simply failed according to customers and stockholders. On this episode of The Briefcase, Sutherland Weston CEO Elizabeth Sutherland talks about how legacy brands are not built by the boardroom: they're built by the buyers.

What You'll Learn:

• Your brand is tied to your reputation: it's what they say about you when you leave the room.
• When you change a brand as set as Cracker Barrel, you're separating yourself from that reputation.
• Rebrand efforts have to be about trust, not just design.