You probably don't need me to remind you that Cracker Barrow made the headlines for all the wrong reasons not too long ago.

They ditched their iconic logo and it created a huge mess.

Their stock lost nearly $100 million in value overnight, and they became a laughing stock

on the internet.

Branding is vital for businesses, and as Cracker Barrel showed us, getting it wrong can cost

you big time.

That's why this video is all about the right way to build a trustworthy brand.

Today, John Falcons from Autre leadership is sitting down with our senior creative officer,

Tim Newton, who will show you what it takes to develop a brand that customers love,

and more importantly, how to avoid making a nine-figure mistake like Cracker Barrel.

Well, Tim, we're here to talk about something really interesting that's happened, and

that is this whole Cracker Barrel rebrand thing.

Why was that such a disaster?

You could pretty much just boil it down to.

These changes look like they forgot their values, you know, and that's basically what happened,

you know? Yeah. And so there are certain things that we've grown to expect about Cracker Barrel that people love and have known about Cracker Barrel for decades, and then all of a sudden, bam, like that, the design says something completely different. You know, after they've been building this thing for decades, forgot who they are. Right. When it comes down to it, it's the craziest thing. There's a lot of emotional connection with Cracker Barrel, obviously. Yeah. Which was something pretty cool for them to see of how meaningful that brand is for people. So don't completely drop what you've been dealing with the brand. What are the biggest lessons we should learn from this? I think the biggest lesson is know who you are and understand how your brand is reflecting who you are and then just stay consistent with that.

You build a brand over time. You know, it's consistency over time that builds a brand because all that trust comes down to is time and consistency.

Like that's what we trust people who are consistent over time, you know?

I've also heard you say brands are like people or like a person. Yeah's that work in this mix? Yeah, I mean, honestly, I look at how humans interact, and then I say that's how a brand should interact. The way that we walk, talk, and dress is all an outward expression of what we believe. And so the same with a brand, the logo, the colors, the experiences, all that is an outward expression of inward values.

When it comes to things like Cracker Brassa, don't make drastic changes, you can make some small changes.

That's because as people, our style matures over time, it slowly changes over time, but our values rarely change.

As styles mature, that's just happening as time goes by, but still the style is connecting back to the values that are underneath, you know? And so what's interesting about Cracker Barrel is, it's like, if I were to put it in people turns, it's like Cracker Barrel was dressing like an old man, and then they showed up the next day and dressed like they were in a fashion show. You know what we call people in real life that do

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