Brands are constantly challenged to strike a balance between tradition and innovation, or between new “equality” awareness (i.e., Aunt Jemima). Some companies manage this delicate dance with strategic courage, the ability to take bold steps informed by thoughtful planning, customer insight, and resilience. Others stumble without the use of strategic courage when they abandon their core without first engaging the very voices that make them successful.

The recent Cracker Barrel logo controversy is a striking example of how not using strategic courage led to ignoring customer needs, resulting in a business move that put the brand in crisis. By contrast, Mountain Dew offers a case study in how strategic courage, rooted in customer connection, can drive growth and loyalty. Examining both through the lens of the seven steps of Microcourage™ reveals how leaders can better navigate high-stakes change.

Cracker Barrel: When Change Ignores Connection

In August 2025, Cracker Barrel unveiled a new minimalist logo, eliminating the familiar image of “Old Timer,” the man leaning on a barrel who had represented the brand for nearly 50 years. Intended as a modernization strategy, the redesign was meant to attract younger customers. Instead, it triggered immediate backlash. Loyal patrons felt alienated; critics called it bland; and political figures amplified the outrage.

"This was not just a design misstep—it was a failure of strategic courage. True courage in business requires listening to stakeholders before leaping. By sidelining customer sentiment and focusing solely on image refresh, Cracker Barrel created the perception of abandoning its roots. The fallout included an immediate stock drop. Within days of unveiling the new minimalist logo, Cracker Barrel’s stock fell nearly 12%. The decline resulted in an estimated $94–100 million in lost market capitalization, reputational damage, and a rushed reversal."

Mountain Dew: Strategic Courage in Action

Contrast this with Mountain Dew’s approach to rebranding challenges. In the late 2000s, Mountain Dew recognized that its edgy, extreme-sports identity was losing relevance with younger consumers. Instead of discarding its heritage or shocking audiences with a radical redesign, the company engaged directly with its fan base. Through the “DEWmocracy” campaign, customers voted on new flavors, packaging, and even advertising themes.

This was strategic courage in motion. Mountain Dew accepted the risk of change, doing so with transparency and collaboration. The result? A surge in sales, energized loyalty, and the reinforcement of its identity as a brand fueled by community participation.

The Seven Steps of Microcourage™

Both stories illustrate how the seven steps of Microcourage™ can make or break transformation efforts:

1. Regurgitate: Cracker Barrel leapt too quickly, pushing out a logo change without digesting customer preferences. Mountain Dew first reviewed what wasn’t working and identified the pain points before taking action.
2. Explore: Strategic courage requires exploring multiple solutions. Cracker Barrel narrowed its vision to aesthetics alone. Mountain Dew explored campaigns, product variations, and marketing angles with its audience.
3. Examine: Here lies the heart of courage: examining the risks. Cracker Barrel underestimated the backlash risk of erasing tradition. Mountain Dew examined: what made its brand powerful and community energy.
4. Express: Cracker Barrel rolled out its logo as a fait accompli. Mountain Dew expressed openness to feedback, telling customers, “Your voice matters.”
5. Engage: True courage engages stakeholders in the decision-making process. Cracker Barrel ignored this step. Mountain Dew placed fans at the center of its campaign, building excitement and trust.
6. Execute: Both executed changes, but only Mountain Dew’s was aligned with customer desires. Cracker Barrel’s execution felt imposed, not inspired.
7. Resurge: When backlash hit, Cracker Barrel initially resisted, but ultimately reversed course and returned to its roots. Mountain Dew, on the other hand, resurged with a stronger identity and deeper customer loyalty.

The Turning Point: Cracker Barrel’s Redemption

Interestingly, Cracker Barrel’s story does not fail. By withdrawing the new logo and reinstating “Old Timer,” the company finally demonstrated strategic courage. Admitting a mistake is never easy, especially when pressure is applied from politics and finances. Yet, it represents the seventh step of Microcourage™—resurgence.

The reversal shows that even when leaders falter, courage can emerge in the willingness to course-correct. In doing so, Cracker Barrel reminded its core customers that their voices matter and that tradition remains part of its DNA.

Lessons for Leaders

• Strategic courage is not reckless change; it’s thoughtful risk.
• The “emotional customer contract” is non-negotiable. Ignoring it is a recipe for backlash. (Aunt Jemima pancake mix was a family tradition for me; however, I stopped buying it because I could not emotionally connect with the new non-logo and the new name.)
• Microcourage™ provides the roadmap. Every major decision must walk through the seven steps to ensure alignment with both brand identity and customer expectations.

Mountain Dew succeeded because it invited customers to join in the fun. Cracker Barrel stumbled because it leapt alone. Yet by listening, reversing course, and restoring tradition, Cracker Barrel took a courageous step toward rebuilding trust.

In the end, authentic leadership is not about never failing; it’s about having the courage to listen, learn, and take another leap.

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By CB Bowman

Keywords: Business Strategy, Customer Loyalty, Marketing

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