Unless you’ve been hiding under a rock, you’re aware of the latest brand misstep: Cracker Barrel. But let’s set the politics aside for a moment.

Even set aside the $700 million spent on the rebrand and the $143 million loss in market capitalization (as of Aug. 26).

This latest failure by a big brand (see also Bud Light, Target, Ben & Jerry’s, etc.) emanates from something much broader than which side of the political aisle you fall. The problem stems from an advertising shift into homogenization. It can be seen in logo rebrands, color usage, signage, building architecture, and interior design.

Homogenization in branding is a trend that far too many brands have followed. Such brands design their logos the same, write in the same tone and style, and even adopt the same architectural and

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