Cracker Barrel’s fundamental mistake, the root from which the entire mess sprang, is simple: Cracker Barrel chose the wrong agency to lead its brand overhaul. One question could have prevented the whole mess.

Branding is a sham. At least what most people now call “branding.” Because the way most companies approach it, their “brand” is basically a magic trick. Like the entertainer on stage who uses fast-moving hands, pithy jokes and clever distractions to get you to look at what they want you to look at and ignore the stuff they don’t want you to see as they execute the trick.