Behind the Numbers: an EMARKETER Podcast How (Not) to Rebrand | Reimagining Retail
Oct 1, 2025
Joining from Chicago, Zak Stamborg, Senior Analyst at eMarketer, dives into the intricacies of rebranding. He explores the difference between a brand refresh and a full rebrand, and discusses triggers for rebranding, citing examples like luxury brands and Cracker Barrel's missteps. Zak also analyzes successful strategies of Kia and Uber while emphasizing the role of nostalgia in brand strategy. He shares practical tips for mitigating rebrand risks, ensuring brands evolve without losing their core identity.
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Cracker Barrel Logo Backlash
- Cracker Barrel replaced its long-standing porch-figure logo and script with a simplified modern wordmark.
- Customers revolted and the company reversed the change within a week after sales slipped.
Refresh Versus Rebrand
- A brand refresh is mainly a visual update while a full rebrand overhauls strategy and identity.
- Rachel Wolff and Zak Stambor emphasize refreshes are cosmetic and rebrands rethink target audience and mission.
Kia's Coordinated Rebrand Win
- Kia scrapped its red oval logo for a modern geometric mark in 2021 and paired it with futuristic vehicles.
- The redesign sparked curiosity, media buzz and aligned with product launches that improved Kia's perception and sales.