Market News That Matters

Cracker Barrel Learns a $100 Million Lesson

Funnily enough, Cracker Barrel appears again in our newsletter. Last month it was for their rebranded diversity department; this time, it was for their overhaul of their branding and company image. Here’s the $100 million lesson that they just learned:

Cracker Barrel unveiled a new logo last week, removing Uncle Herschel and the barrel that's been part of their identity since 1977. The market's response was swift - stock dropped 12%, erasing $100 million in value. Customers called the new design "soulless" and "generic."

By Tuesday, they reversed course and brought back the original logo. CEO Julie Felss Masino admitted, "We could've done a better job sharing who we are."

A reminder for every business: if it’s not broken, don’t “improve” it.

American Eagle's Marketing vs. Reality

You might have seen American Eagle's recent campaign with Sydney Sweeney. Activists attacked it, calling the "great jeans" tagline racist and an apology for white supremacy (yes, really). Conservative customers rushed to support the company after the backlash, boosting sales.

Here's what those customers didn't know: While American Eagle runs campaigns that appeal to traditional audiences, they maintain a full "Pride Shop" on their website. This June alone, they donated $100,000 to LGBTQ+ organizations and released over 50 Pride-themed items.

We covered this back when it happened, but sadly, many people are still unaware.

This is the corporate playbook: Take conservative dollars with one hand while funding progressive causes with the other.

American Eagle isn't standing with you - they're playing you. When companies show you who they really support through their donations and partnerships, believe them.

Don't reward businesses that treat your values as a marketing opportunity.

DEI Programs Get New Names, Keep Old Practices

Several Fortune 500 companies have recently “rebranded” their DEI programs. McDonald’s renamed their diversity team the “Global Inclusion Team.” Meta removed “equity” language. Amazon updated its corporate descriptions.

But the reality is, Heritage Foundation research shows 485 of these companies still have active DEI initiatives. The policies haven’t changed - it’s mostly the branding.

They know customers are tired of DEI. Rather than ending it, they simply slapped on a new label, hoping the public won’t notice while the same agenda marches on.

Again: new labels, rebrandings, same old agenda - we’ve read this story before.

America’s Backbone: Small Businesses Feeling Confident Again

Here’s some good news we don’t hear enough: small and mid-sized businesses across America are more confident than they’ve been in three years. Over 80% expect to stay strong for the next two years, and more than half anticipate sales growth in the coming year.

These are the businesses that matter; they’re not chasing trends or rebranding every quarter. They serve their neighbors, provide steady jobs, and create real value. While big corporations fumble over politics and image, America’s backbone is alive, thriving, and doing what it’s always done best.

Proof that not all is lost - real businesses still know how to get it right. You can find them at onebison.us.

Our Take: Authenticity Can't Be Rebranded

Cracker Barrel's reversal teaches us something important about American business: You can't focus-group your way to authenticity.

Their new CEO, formerly of Taco Bell, said the chain wasn't "as relevant as we once were." The solution? Modernize everything. New logo. Updated interiors. Lighter colors. Contemporary furniture.

What they missed was that their customers chose Cracker Barrel precisely because it hadn't changed. The rocking chairs, the country store, Uncle Herschel – these weren't outdated elements to be refreshed. They were the reason people showed up.

The same disconnect appears in their employment practices. America First Legal filed complaints about their diversity programs in July. Cracker Barrel's response? Change the name from "Diversity and Inclusion" to "Culture and Belonging." The programs stayed the same.

This pattern repeats across corporate America. Companies want to appeal to traditional customers without embracing traditional values. They want conservative dollars while funding progressive causes. American Eagle sells Pride merchandise while marketing to mainstream America. Corporations rename their DEI departments while keeping the same policies.

But something interesting is happening at the local level. Small businesses - the ones reporting record confidence - aren't playing these games. They know their customers. They understand their communities. They don't need consultants to tell them who they are or who they should be.

A veteran-owned manufacturer doesn't need a diversity department to know hiring should be based on merit. A family restaurant doesn't need a rebrand to stay relevant to neighbors who've eaten there for decades. A local hardware store doesn't change its logo every time a consultant suggests it.

These businesses succeed because they're genuine. They serve real people, not demographic segments. They have customers, not "brand engagement metrics."

These businesses embody what we stand for at One Bison. While corporations tie themselves in knots trying to please everyone - chasing trends, abandoning principles, and acting soulless - a growing number of companies simply live their values. Our directory now features over 600 such businesses - companies that never abandoned who they are and don’t need to rebrand to prove it.

To our One Bison community

Thank you for supporting businesses that share your values. We’re committed to helping you find companies you can count on.

Your voice matters - if you have favorite products or companies that align with our mission, or if you’re looking for alternatives to any brand, just hit “reply” and tell us what’s important to you.

And if you’d like to help grow this movement, share this newsletter with friends and family.

Together, we can build a better future.

The One Bison Team