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It's been a busy week for Cracker Barrel Old Country Store 's marketing team.

The restaurant chain announced a rebrand and new logo last week, faced widespread criticism from social media users, including President Donald Trump , and proceeded to walk back its plan to change the logo .

In that span of time, the company lost and regained almost $100 million in market value , bringing it about back to where it started. The stock gained 8% on Wednesday.

The Cracker Barrel saga is just the latest example of a consumer-facing company making big branding decisions, then pulling back after alienating its customer base.

"It's very tricky to be a brand for everyone today," Carreen Winters, president of r

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