Why the Cracker Barrel logo change triggered an 'emotional shockwave'

In unpacking the Cracker Barrel rebrand, branding consultants weigh in on the backlash. Sooth founder Ian Baer describes it as an 'emotion shockwave', with the rebrand inviting critical interpretation as to the reason behind the change. Baer highlights the need for brands to invest in understanding their customers, including competing and prospective ones, turning wild cards into calculated bets.