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Ep.035: Know Your Audience (Part 2)
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What Cracker Barrel’s Rebrand Got Wrong (and What Chick-fil-A Gets Right)
In Part 2 of our branding series, we look at what happens when a company tries to modernize and ends up losing what people loved most. Using Cracker Barrel’s recent rebrand backlash as a case study, we talk about the tension between staying relevant and staying true to your identity.
We compare it to Chick-fil-A’s approach, where brand strength comes from consistent systems, not constant design changes. Then we break down how these lessons apply to service businesses, especially those that serve customers in high-stress moments.
You’ll walk away with practical filters for rebranding without confusion, insights from StoryBrand and Atomic Habits, and ways to build a brand people trust over time.
Chapters
1. Ep.035: Know Your Audience (Part 2) (00:00:00)
2. Welcome & Part 1 Recap (00:00:14)
3. Case Study: Cracker Barrel Misstep (00:01:04)
4. Branding vs Marketing: Identity vs Story (00:02:30)
5. Know Your Audience: SERVPRO Lens (00:03:20)
6. Emergency Services and Trust (00:04:50)
7. Dominant Buying Motive: Why People Choose (00:07:35)
8. Costly Consequences of Rebrands (00:10:35)
9. Identity, Ritual, and Place Attachment (00:12:10)
10. Consistency as Competitive Advantage (00:14:20)
11. Chick-fil-A Systems, Not New Logos (00:17:20)
12. Evolving Operations to Fit Behavior (00:20:15)
13. Change Must Reinforce Identity (00:22:07)
14. SERVPRO’s Expanded One-Stop Promise (00:24:20)
15. Leader’s Checklist: Clarity, Consistency, Alignment (00:26:35)
16. Books, Takeaways, and Closing CTA (00:27:52)
36 episodes
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