When I wrote Frost Advisory #669 about the disastrous branding decisions of Bud Light and Target I had no idea that I’d be writing about it AGAIN 113 weeks later.
While it may be tempting to point fingers and snicker at other’s branding and marketing missteps, that is not the purpose of this Frost Advisory. Rather, let’s consider what our radio stations can learn from their mistakes.
“Those who fail to learn from history are doomed to repeat it.”
Winston Churchill
First, these companies don’t hire idiots to make these decisions. They have fancy degrees and make far more money than you and I. Many of us have sat in meetings where someone with power and influence has an agenda that may be counterproductive to the radio station’s success. I was witness to one such discussion where an influential executive insisted that this Contemporary Christian music station play some country music every hour. Broaden the appeal, don’tcha know?
Sanity prevailed but that station could have been sucked into the vortex that seems to be impacting Cracker Barrel. Not cherishing their own core values.
“If you make your customers believe you do not care about them and their relationship with your brand and company, it is going to be very difficult to you to be successful in your business.”
Carol Roth
Cracker Barrel’s decision has resulted in loss of half a billion in market cap – including $100 million just last week when their decision was made public.
Here is what we in Christian radio can learn from it.
People don’t push the button on their values.
Decisions stations or companies make that impact tactics (the day to day things they do) will have little long term affect. If Cracker Barrel discontinues a breakfast biscuit or takes the bacon and cheese omelet off the menu, customers may not prefer it but few would be posting on social media their refusal to go back to the restaurant for the rest of their lives.
However if the company’s decision appears counter to their own brand position of beliefs and values, even if only inferred, then the customers’ reaction would be immediate and noisy. Beliefs and values is the strongest value of their brand and our format.
“Rebranding isn’t cosmetic. It tells the world who you are.”
Derick R. Dickens
So, what happened?
“It stripped away the heart of what made Cracker Barrel Cracker Barrel. What replaced it looks like any other breakfast food chain. Monochrome. Sterile. Forgettable … People don’t need another whitewashed, cookie-cutter experience. They’re hungry for something real. Something rooted. Something that reminds them of the best parts of home and history.
The people who sit by your fire, who keep coming back, who crave that homestyle warmth – they see this as losing the heart of what made Cracker Barrel special.”
Derick R. Dickens
Here is what Christian radio can learn from Crackel Barrel.
Perhaps our format, too, can transcend the mere individual ingredients of our product. Perhaps we can stand for the bigger ideals – hope, encouragement, being a good neighbor, reaching out a hand to help those in need – and help to shine a light into a seemingly ever growing dark world.
Oh, and another thing that is missing from Cracker Barrel’s rebranding?
How do these changes actually benefit the customer?
