Custom Cocktails and Hard Truths About Building Something That Lasts

Episode Recap: When Rebranding Goes Wrong (and Right) S1 EP 30

This week’s episode tackles the difference between your brand (who you are) and your branding (how you tell people who you are). Sparked by Cracker Barrel’s controversial makeover and a Seven-Up logo discovery in Brian’s fridge, the bros dive deep into why some companies nail their identity while others lose their soul trying to chase trends.

The Cracker Barrel Controversy

Cracker Barrel’s attempt to modernize has triggered fierce debate. The “old country store” is brightening up their locations, updating furniture, and chasing younger demographics. But Brad raises the critical question: Are they fixing problems customers actually have, or are they abandoning what made them special in the first place?

The CEO’s response to criticism? “The feedback’s been overwhelmingly positive.” But when pressed about customer complaints, she deflected to what franchisees want rather than addressing actual customer concerns. Classic disconnect between internal metrics and customer reality.

Brad’s alternative strategy makes sense: Instead of changing the entire brand, analyze store-by-store profitability. Close underperforming locations, open new ones where the demographic actually wants nostalgic southern hospitality. Don’t become Denny’s when people come to you for something Denny’s can’t deliver.

The Apple Success Story vs. The Dunkin’ Dilemma

Apple successfully evolved from niche computer company to electronics giant while maintaining their core brand identity: “Think Different.” They expanded what they did without losing who they were.

Dunkin’ tells a different story. They dropped “Donuts” from their name and shifted focus to coffee, essentially admitting their core product wasn’t worth fighting for. “America Runs on Dunkin” works as a tagline, but did they have to surrender the donut war to win the coffee battle?

Brand Building: The By Your Side Origin Story

Brad’s logo creation story illustrates perfect brand-to-branding alignment. He literally drew two figures side by side on a foggy window because the visual perfectly captured the business promise: “We’re with you through everything.” Fifteen years later, customers recognize that red and yellow logo without reading the company name.

The lesson: Your branding should be the natural expression of your brand promise, not something you force-fit later.

VHT Studios: The Service vs. Tech Identity Crisis

Brian’s VHT journey shows how brand evolution happens in real companies. They started as “videotohometours.com” positioned as a tech platform, but customers saw them as a premium service provider. Fighting that perception would have been futile.

The solution: Embrace being the best service company in the world, powered by technology nobody sees. For customers, they were creative partners. For investors, they were a tech platform enabling superior service delivery. Different messaging for different audiences, same core brand.

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Signature Cocktails: CEO Bros Brand Edition

Brian’s “The Evolution”

A classic Manhattan that improves with subtle variations but never loses its identity.

Ingredients:

• 2.5 oz Rye whiskey
• 0.75 oz Sweet vermouth
• 2 dashes Angostura bitters
• 1 dash Orange bitters
• Luxardo cherry for garnish

Instructions:

1. Stir all ingredients with ice in mixing glass
2. Strain into a coupe glass
3. Garnish with Luxardo cherry

 

“Like VHT Studios, this cocktail evolved from its original form (adding orange bitters) while maintaining its essential character. Classic foundation, subtle improvements over time.” – Brian

 

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Brad’s “Side by Side”

Two complementary spirits working in perfect harmony.

Ingredients:

• 1.5 oz Bourbon
• 1 oz Aged rum
• 0.5 oz Honey syrup (2:1 honey to water)
• 0.75 oz Fresh lemon juice
• 2 dashes Angostura bitters
• Lemon twist for garnish

Instructions:

1. Shake all ingredients with ice
2. Double strain into a rocks glass over one large ice cube
3. Express lemon twist oils and garnish

Why this fits Brad: Two spirits supporting each other, just like his “by your side” philosophy. Neither dominates, both contribute to something better together.

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Matt’s “The Entertainer’s Choice”

A crowd-pleasing cocktail that’s both accessible and sophisticated.

Ingredients:

• 2 oz Irish whiskey
• 0.5 oz Aperol
• 0.5 oz Lemon juice
• 0.5 oz Simple syrup
• 2 dashes Orange bitters
• Orange peel and cherry for garnish

Instructions:

1. Shake all ingredients with ice
2. Strain into a rocks glass over fresh ice
3. Garnish with orange peel and cherry

 

“This cocktail welcomes everyone while maintaining enough complexity to keep things interesting. Approachable but never boring.” – Matt

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Next Week’s Preview

Will the bros tackle the AI disruption they mentioned? Dive into hiring challenges? Or maybe explore why most business advice completely misses the mark?

Mix up something classic and join us next Friday for another round of CEO Bros After Hours.

Cheers! 🥃

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Building a brand that lasts? Remember: Your customers’ perception of your brand trumps your internal vision every single time.