The word 'woke' is being applied broadly by conservatives to many things they oppose, weakening the term's meaning. Some actions are truly ideologically driven and deserve that label, while others are routine business or marketing decisions. Cracker Barrel's logo and decor changes, alongside Pride initiatives and DEI policies, attracted conservative backlash and boycott threats. Those threats coincided with an almost $100 million drop in market value. Marketing responses to declining revenues can justify rebrands, but removing a brand's character risks alienating loyal customers and escalating political controversy.
Not everything is woke. I think we're abusing the term a little bit too much, where it's using its meaning and that's really important because some things actually are woke and we should call it like it is. However, in this case, from a marketing perspective, if revenues are declining you gotta switch it up, you gotta implement a new strategy,
but who at that roundtable was thinking to themself, Ah yes, let's go back to the minimalism of five years ago that is sterile and bland and neutered, and let's rob this iconic, timeless company of all of its character and charm and fun history and country vibes. That's not super smart. Maximalism is the moment.
Cracker Barrel's stock plummeted by almost $100 million this week after conservatives threatened to boycott the company, citing its unpopular rebranding, change of decor, LGBTQ+ Pride initiatives, and DEI policies.
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