Cracker Barrel has officially severed its contract with Prophet, the consultancy behind a rebranding that removed its iconic 'Uncle Herschel' logo and triggered backlash.
Within weeks, the company reversed course, reinstated its heritage logo, and reorganised its leadership. The reversal followed an estimated $140 million drop in market value, heavy public criticism, and political intervention. This debacle raises urgent questions: what other brands has Prophet worked with — and when does transformation cross the line into brand erasure?
