When Brand Change Backfires: How To Avoid Status Quo And Controversy

"The tiki rooms, the Polynesian décor, and the mysterious glow of the torches had a kind of magic that made you feel like you were on vacation, even if you were just out for dinner. When it reopened years later, I couldn't wait to see it. But instead of that warm, tropical feel, it looked more like something Frank Lloyd Wright might have designed. I respected the architecture, but it wasn't the Trader Vic's I loved. What made it special was gone."

"Each generation has its own ideas of what's cool, and brands must evolve to stay relevant. I often tell companies that sticking with the status quo is dangerous. That approach destroyed Kodak and Blockbuster. But not every brand change works. With the recent rebranding mess at Cracker Barrel, the viral debates around American Eagle's Sydney Sweeney campaign, and the firestorm over Bud Light's collaboration with Dylan Mulvaney, there are some issues to consider. It's worth asking if all publicity is really good publicity."

"Brand change gets messy when companies stop being curious. Real curiosity means asking why something resonates before deciding how to modernize it. Cracker Barrel's decision to drop its familiar "Old Timer" image and rustic look was meant to signal progress. Instead, it upset the very people who loved the brand's homestyle personality. Trader Vic's tried to move away from tiki nostalgia and ended up losing its charm. These companies knew that change was necessary but didn't ask the right questions first."

Brands must evolve to stay relevant while preserving the emotional elements that made them beloved. Nostalgic atmospheres, signature design cues, and familiar personalities create customer loyalty that can vanish when aesthetics or messaging shift without understanding why those elements resonate. Examples include a beloved tiki restaurant whose redesign removed its tropical charm and recent corporate rebrands that provoked backlash. Effective change comes from curiosity—asking why customers connect with a brand—rather than from panic, trend-chasing, or pressure. Guided evolution can modernize offerings while retaining core appeal; forced pivots risk alienating loyal customers and undermining long-term value.

Read at Forbes