Cracker Barrel’s Logo Backlash, Swift-Kelce Engagement, J.Crew’s AI Controversy: PR Lessons from This Week’s Biggest Brand Moments

PR Roundup: Cracker Barrel’s Logo Reversal, Swift-Kelce Engagement, J.Crew’s AI Backlash

08/29/2025

Cracker Barrel Unveils New Logo, Backtracks Amid Major Backlash

Cracker Barrel’s logo redesign triggered an intense backlash, drawing commentary from branding experts and even the U.S. president. The update removed the iconic “Uncle Herschel,” the barrel, and the phrase “Old Country Store” in an attempt to modernize the brand and attract new customers. However, longtime patrons reacted strongly, threatening boycotts and causing a 10% drop in shares.

The company initially stood firm, acknowledging customer feedback but not committing to changes. After President Trump publicly advised a return to the original logo, Cracker Barrel reversed course and reinstated its classic imagery. Shares rebounded 8% following the announcement.

Communication takeaways: The key mistake was overlooking the deep emotional attachment customers have to the brand’s nostalgic identity. Experts point out that Cracker Barrel prioritized conventional metrics over emotional equity, failing to protect the core brand values. The rebrand was announced in a low-impact way, buried within a press release about menu updates, which undermined its communication effectiveness.

Successful brand transformation needs to honor history and community to avoid alienating loyal customers. Proper research on audience sentiment, transparent explanation of changes, and strategic rollout are essential to prevent PR crises. The Cracker Barrel case is a reminder that emotional branding drives customer loyalty and should guide any redesign.

A Co-branded Powerhouse: Taylor Swift and Travis Kelce

Taylor Swift and Travis Kelce officially announced their engagement via a highly engaged Instagram post, combining personal revelation with strategic timing. Swift made a surprise podcast appearance just days before the announcement, linking her personal and professional milestones, including the launch of her 12th studio album.

Communication takeaways: Their union serves as a masterclass in cross-industry branding. The couple merges two powerful personal brands, expanding reach and influence beyond their individual fields. For communicators, it highlights how strategic partnerships can open new markets and deepen emotional connections.

Swift’s careful sequencing of news and choice of communication channels shows how crafting momentum and maintaining audience interest works. The engagement post followed the podcast that set the stage, providing fans with continuous, well-timed content. This approach exemplifies how thoughtful storytelling and timing can maximize impact.

J.Crew Criticized for Using AI in Creative Sans Disclosure

J.Crew faced backlash for using AI-generated images in Instagram ads without initial disclosure. The fashion community noticed inconsistencies in models’ clothing, sparking calls out for transparency. The brand later credited the AI studio in a post update, but the move felt reactive rather than proactive.

Similar controversies have hit other brands like Vogue and figures such as Will Smith, reflecting growing public sensitivity around AI in creative work.

Communication takeaways: Transparency is vital when using AI in advertising. Weak or delayed disclosures erode trust and damage reputation. Brands need clear disclosure policies upfront, communicated consistently and visibly.

Aligning AI use with brand values is crucial. If AI conflicts with a brand’s promise or sidelines human talent, a pivot is necessary to maintain credibility. Acknowledging the impact on creatives and showing empathy helps brands appear authentic.

Start small, communicate openly, and test approaches carefully, especially for heritage or luxury brands where authenticity is central. Over time, AI use will become standard, but how brands manage the transition and disclosure will distinguish them.

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