When I wrote my Frost Advisory last week about the disastrous branding decisions of Cracker Barrel I had no idea that the story line would change so much that I’d be writing about it AGAIN this week. Let’s review their Bud Light-level marketing blunder and their actions to remedy the situation. Maybe we can learn something.
“We thank our guests for sharing your voices and your love for Cracker Barrel. We said we would listen and we have. Our new logo is going away and our ‘Old Timer’ will remain.”
CR press release
Here is what we radio folks can learn from it.
“If you make your customers believe you do not care about them and their relationship with you brand and company, it is going to be very difficult to you to be successful in your business.”
Carol Roth
Much of the social media chatter focused on Cracker Barrel’s new logo. What we radio folks can learn from this silliness is…
IT’S NOT ABOUT THE NEW LOGO. It’s about what the new logo represents.
From their press release:
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate…”
And THAT’S WHY there was such pushback from their loyal fans. If a radio station’s decision appears counter to their own brand position of beliefs and values, even if only inferred, then the listeners’ reaction will be immediate and noisy. In the design of a format its attributes and benefits don’t carry the strategic strength of its beliefs and values.
“Rebranding isn’t cosmetic. It tells the world who you are.”
Derick R. Dickens
“We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours. That means showing up on new platforms in new ways, but always with our heritage at the heart.”
And they did so in the attitude and style of their unique brand voice, not a generic voice that could be attributed to any business or station.
“At the end of the day, our promise is simple: you’ll always find comfort, community, and country hospitality here at Cracker Barrel. Uncle Herschel wouldn’t have wanted it any other way.”
Best of all, their press release ended with “Love, Cracker Barrel”