In today’s rapidly evolving marketplace, a company’s brand is more than just its logo or tagline—it’s the sum of how customers, partners, and stakeholders perceive the organization. Get it right, and your brand becomes a powerful asset that drives growth and loyalty. Get it wrong, and it can confuse, reputational damage and missed opportunities. Consider Cracker Barrel’s attempt to expand into urban markets—a move driven by an executive decision made without adequate consulta
