The contrast: Two companies that launched high-profile rebrands—and drew fire from customers, industry leaders, and even President Donald Trump—are handling the backlash in very different ways.

• Cracker Barrel, after igniting a right-wing uproar with a new logo that dropped its “Uncle Herschel” character and the words “Old Country Store,” quickly backtracked. It scrapped the logo, shelved its remodeling plan, axed its DEI programs, and even revived its fresh-baked biscuits.
• Jaguar, by contrast, doubled down. The British carmaker’s full brand reset reimagined the iconic leaping jaguar motif as an angular “maker mark” rather than the traditional hood ornament. It also unveiled its Type 00 EV in a video showcasing the sedan’s sharp angles, butterfly doors, and bold finishes. Trump blasted it as a “stupid, seriously WOKE advertisement” and asked, “Who wants to buy a Jaguar after looking at that disgraceful ad?”
• But Jaguar hasn’t budged. “We needed to take risks, we needed to be fearless … the design might polarize,” managing director Rawdon Glover told The Wall Street Journal. “That’s absolutely OK. It doesn’t need to be for everybody.”

The retreat: Despite facing the same industry headwinds as most restaurants, Cracker Barrel was trending upward when it rolled out its redesign, reporting its fourth straight quarter of positive same-store sales growth in June. But CEO Julie Felss Masino believed the company’s long-term growth hinged on attracting new customers.

• Alongside its Cracker Barrel Rewards program to boost repeat visits, the chain modernized with the new logo, new menu items, and brighter restaurants with fewer antiques on the walls.
• But those elements, including the longtime logo, carry symbolic weight. Adobe data shows 34% of US adults notice a logo first—more than a brand’s name or colors—while a 2024 EMARKETER survey found tradition and legacy are central to brand perception. By dropping its heritage figure, Cracker Barrel was undermining the sense of continuity customers valued.
• In June, the CEO argued that consumers often resist change before eventually coming around. But the backlash revealed Masino had misread both her core customers and the politically charged climate.

Lesson learned: Cracker Barrel quickly reversed course. In a blog post, it told customers, “We hear you,” pledging that “the vintage Americana you love will always be here—the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop, and antiques pulled straight from our warehouse in Lebanon, Tennessee.”

The company needed a two-pronged strategy that retained loyalists while attracting new diners. Instead, the plan collapsed because it alienated its base without winning over newcomers.

Digging in: Jaguar is betting its long-term success on going all-electric and reinventing its designs to attract younger, affluent buyers, rather than sticking with existing customers. That’s why it’s comfortable forecasting that only 15% of current customers will stick around after the rebrand.

• The pivot follows years of struggling to match larger European rivals like BMW and Mercedes-Benz.
• With five of its models delivering virtually no profit last year, Jaguar is throwing a Hail Mary by moving upmarket. Base models of the Type 00 will start above $130,000, aiming squarely at the one segment still spending freely. The bet aligns with broader trends: Global sales of vehicles priced over $80,000 are projected to grow 8% to 14% annually through 2031, while the nonluxury market is expected to stay relatively flat, per McKinsey data cited in The Journal.

Our take: Rebrands are like haircuts—they take time to get used to. But like haircuts, it pays to do your research first. If you suddenly show up with curls when your trademark is straight, don’t be surprised if customers don’t recognize you. A dramatic identity shift may be necessary, but brands must weigh the risks, rewards, and cultural climate before making the cut.