Field Tips: When Rebranding Backfires + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our September 10, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
Cracker Barrel just learned one of the most important lessons in brand reinvention: change without context breeds confusion.
They rolled out a sleek, minimalist rebrand. But when you remove the symbol everyone emotionally associates with your brand—like Cracker Barrel’s iconic “Uncle Herschel”—it can feel like erasing your own soul. Backlash erupted: plummeting stock prices, social media fury and even presidential intervention. In record time, they reinstated their classic logo, apologized and pledged to do better.
It’s a reminder that rebranding can be risky if you don’t have the right reason.
Good reasons to rebrand:
- You’ve shifted your business model or grown into a new market.
- Your brand visuals are outdated or inconsistent across platforms.
- You’re aiming to reach a fresh, younger demographic without losing your identity.
Bad reasons to rebrand:
- You just want “something new” for novelty’s sake.
- You ignore deep emotional bonds between your brand and its audience.
- You underestimate how core symbols or aesthetics anchor loyalty.
Cracker Barrel’s misstep shows that modernizing without honoring what made you beloved can backfire fast. And while reinvention is sometimes necessary, it must be rooted in authenticity—not trends.
Thinking about a brand refresh? Ask yourself:
- What do our customers love deeply—and will they still love it?
- Which elements are sacred, and which can evolve?
- How can we test changes before making them permanent?
Want help thinking it through? Reach out and let’s chat about how brands grow without losing their roots.
Google Avoids Breakup, But Not Penalties
WHAT’S HAPPENING. A federal judge has ruled that Google can keep its Chrome browser and Android ecosystem, dealing a blow to break up the tech giant. However, the ruling bans Google from future exclusive search agreements and requires Google to share limited search index and usage data with competitors.
WHY IT MATTERS. While Google appears to have avoided the most severe penalty, this opens the door for competitors to challenge Google’s search dominance more effectively. The ruling specifically targets the billion-dollar deals that made Google the default search engine across devices, potentially reshaping how users discover search alternatives.
AI Use Grows, But Traditional Search Still Dominates
WHAT’S HAPPENING. New Datos and SparkToro research reveals a more nuanced view on how Americans are using AI tools vs traditional search engines. While AI tool usage has grown significantly (over 20% of Americans now use AI tools 10+ times monthly), traditional search remains dominant with Google seeing 20%+ growth in 2024 and receiving 373X more searches than ChatGPT.
WHY IT MATTERS. The “AI is killing search” narrative is premature. Instead, AI tools are creating complementary search behaviors – users who adopt AI often increase their traditional search activity. Smart marketers should optimize for both channels rather than abandoning proven search strategies.
From Keywords to Citations: How AI is Reshaping SEO Strategy
WHAT’S HAPPENING. As AI models increasingly cite sources directly in responses, SEO is continually evolving beyond keyword rankings toward becoming the “trusted answer” that AI tools reference. Search Engine Land explores how brands are restructuring content for clarity, consistency, and credibility to capture AI citations and become the go-to answer at every stage of the conversational acquisition funnel.
WHY IT MATTERS. The prize isn’t just search rankings anymore, it’s being the authoritative source AI models quote. This shift requires content that’s structured for machine readability while maintaining the experience, expertise, authoritativeness and trustworthiness (E-E-A-T) that both humans and AI systems can recognize.
More To Explore
Google’s Secret Ad Price Increases Exposed
Court documents reveal Google quietly raised search ad costs 5-15% using internal “pricing knobs” that most advertisers never noticed. A federal judge now requires public disclosure of auction changes, giving advertisers transparency into Google’s pricing mechanisms. Read more on Search Engine Journal.
Disney Pays $10M for Child Data Collection Violations
FTC alleged that it improperly collected personal data from children under 13 by mislabeling YouTube content as “Made for Kids.” The case highlights growing regulatory scrutiny of platforms handling children’s data and sets precedent for stricter age verification requirements. Read the details on eMarketer.
Why Content Marketing Is Outpacing Inbound Now (Even on Rented Land)
Savvy marketers are shifting from “inbound” to building owned content hubs that audiences love—prioritize your content in your own space first, then amplify via search and social. Read more on Content Marketing Institute.
Culture & Trends Report: The Next Generation of Creativity
Gen Z is hooked on “creative maximalism”—a fast, layered content style packed with inside jokes, world-building, and fan participation—but what really makes it click is great storytelling that pulls people in and keeps them coming back. YouTube’s latest report breaks down how trends like Skibidi Toilet and EPIC: The Musical are reshaping digital engagement, with brands like the NFL and Nutter Butter jumping on board. Check out the full report from YouTube.
Transparency Is Fueling a Surge in Creators’ Sponsorship Rates
Creator pay is booming as influencers get more transparent about what they charge—many are now doubling their rates by openly sharing info on usage rights, deliverables, and brand expectations, making it harder for brands to lowball. Get the full story on Digiday.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
