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Marketing Media and Cupcakes: Cracker Barrel Rebranding and Its Fallout
In episode 78 of Marketing Media and Cupcakes, hosts John and Angel Ondo discuss various aspects of marketing and media amidst the seasonal joy of fall. They dive into the controversial rebranding of Cracker Barrel, analyzing its impact, audience reception, and the underlying reasons behind such changes. They critiqued the company's approach, referencing historical examples like Wendy's successful rebranding and hypothesized alternative strategies. The episode concludes with a teaser for the next episode, focusing on the role of AI in social media and its potential implications for the future. Tell us what you think by emailing us at [email protected] and visit our business websites at ondomedia.com and angelscustomcupcakes.com
00:00 Welcome Back to Marketing Media and Cupcakes
00:14 Introduction to the Hosts and Their Businesses
01:34 The Cracker Barrel Controversy
02:41 Analyzing Cracker Barrel's Marketing Strategy
06:28 Lessons from Other Brands
14:25 Rebranding: When and Why
When a big brand stumbles, small businesses can learn a lot. Cracker Barrel’s recent rebrand sparked backlash—not because change is bad, but because of how it was handled. Here are 3 takeaways for small business owners:
1️⃣ Know Your Audience Before You Change
Your loyal customers are your foundation. Test new ideas, logos, or messaging with them first. What feels like “fresh” to you may feel like “loss” to them.
2️⃣ Communicate the Why
If you don’t explain the reason for a rebrand, customers will fill in the blanks—and not always kindly. Frame your change as part of your growth story, not just a cosmetic update.
3️⃣ Evolve Without Alienating
Modernize, yes—but keep the heart of what made people love you. A rebrand should feel like an evolution, not a betrayal.
Big brands can take the PR hit and recover. Small businesses? We need to be smarter. Change carefully, change clearly, and always keep your people at the center.
Why You Should Rebrand:
1. Your Brand No Longer Reflects Who You Are
As businesses grow, their services, audience, and vision often evolve. If your logo, messaging, or look feels outdated—or doesn’t capture what you do today—a rebrand can realign your image with your current mission.
2. You Need to Reach a New Audience
If you’re trying to expand into new markets or attract younger (or different) demographics, your current branding may not resonate. A rebrand can modernize your appeal and make you more relevant.
3. You’re Getting Lost in the Competition
In crowded markets, looking and sounding like everyone else can hurt you. Rebranding helps you stand out with a fresh identity that communicates your unique value.
4. Your Reputation Needs a Reset
If your business has experienced bad press, customer complaints, or just a “stale” reputation, a rebrand can signal a clean slate and rebuild trust.
5. You’ve Outgrown Your Old Look
Sometimes the brand you started with—DIY logos, colors, or messaging—just isn’t strong enough anymore. A professional rebrand enhances your online presence and demonstrates to customers that you’ve matured.
17:13 Why you should not Rebrand
1. Your Core Customers Love You As You Are
If your current branding is strongly recognized and trusted, a rebrand risks alienating loyal customers who feel connect
Watch all of the video format of this podcast on my YouTube Channel.
https://www.youtube.com/playlist?list=PLMqz-XMZ8v2VLfSXSCrEtDmfKum5g5ZEb
