Answer 9 questions to find out exactly where your brand is leaking opportunity, before it costs you the way it cost the two companies below.
Take the assessment ↓In August 2025, Cracker Barrel swapped its logo for a stripped down redesign. Customers revolted within days and the company lost close to $98 million in value in a single day. Cracker Barrel reversed course within a week. It wasn't enough. Almost a year later, CEO Julie Masino is stepping down, replaced by David Deno effective August 10, 2026.
Jaguar's late 2024 rebrand traded its heritage for a "Copy Nothing" fashion pitch with no cars in the ads. By April 2025, European sales had fallen 97.5% year over year, from nearly 2,000 vehicles to 49. The company's chief creative officer was dismissed by year end.
Cracker Barrel and Jaguar had huge budgets, agencies, and research behind their rebrands, and still misjudged the one thing that mattered: whether the brand actually served the people who bought from them.
You don't operate at that budget or that exposure. But what you have is just as costly: a brand that only makes sense to the person who built it.
This shows up as a slower sales cycle,
a salesperson who can't repeat your pitch,
and deals you lose without ever finding out why.