When Brand Values Steady The Wheel

This week’s stages of Advertising Week New York referred back to one simple idea that can take brands exceptionally far: Brand values aren’t seasonings, they’re infrastructure. Executives on the panel argued that clarity about who you serve and what you stand on is a growth driver, even when the comments get loud and the friction gets real. That take landed for me as a business owner because I’ve watched how brand decisions ripple through operations, not just creative. 

One example has been hard to miss. Cracker Barrel introduced a modernized logo in late August, then reversed course after backlash. In the weeks around the reversal, foot traffic fell into double-digit declines at points, landing about 10% down before improving slightly toward the end of September. The company also halted a costly remodel program tied to the rebrand and even changed partners. Those are measurable hits.

Watching that unfold, I didn’t think “don’t ever change.” 

I thought “know what the change is meant to protect.” 

A logo update can be smart when it expresses a durable promise customers already feel. It turns painful when the move reads like a retreat from what drew people in. The Advertising Week conversation made the same point from a different angle: brands that hold their footing around clear values build steadier loyalty, and some, like e.l.f., are pairing that stance with sustained sales momentum. That steadiness is about being legible, not louder than others.

At JHD, this is the part of the job I enjoy most. Identity work gets wired into systems so the brand shows up the way that it’s intended. That approach doesn’t remove risk. It gives teams a stable frame when the market tests them, which saves real time and money when winds shift.

If you’re working through a decision like this, we’d love to compare notes. Join us at The Nexus for a working session. We can even map the next right step for your brand and pressure-test it against real scenarios.

The Nexus is a collaborative coworking space built for creatives, business owners, freelancers, and anyone else who’s trying to do meaningful work without getting buried in the noise. I’m here most days, coffee’s on, and it’s always nice to have good people in the room. Come and say hello!

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