Blog by Brett

Cracker Barrel's $700M Branding Oops

Cracker Barrel's $700M Branding Oops

By Brett

They rolled out a new logo, ditching the old man and barrel, and the internet absolutely torched them. By week's end, their stock dropped double digits, political commentators jumped in, and the brand quietly said: actually, never mind, we're keeping the original.
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Your Merch Should Whisper, Not Shout

Your Merch Should Whisper, Not Shout

By Brett

Merch without a story is like a movie without a script. You sit through it, but no one remembers it.
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Why Touch Creates Loyalty

By Brett

In an era of endless Zoom calls and digital ads, a real, physical gift hits different. There's something about holding a branded object in your hands that creates an emotional connection no app can match.
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The Swag Industrial Complex

By Brett

Walk into any corporate storage room and you'll find the evidence.

Boxes of branded fidget spinners from 2017. Tote bags with typos. Water bottles that leak. Stress balls that don't relieve stress…they create it.

This is the Swag Industrial Complex in action.

I walked into a client's office and spotted...

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War on Swag

War on Swag

By Brett

For years, I pushed stress balls, branded pens, and USB drives that nobody wanted. I told myself I was "building brands" while filling storage closets with forgotten tchotchkes.
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