“Nostalgia is what I call a comfort currency.”

Human-centered design (HCD) is more than a buzzword—it’s a mindset shift. One that repositions branding from pushing messages to designing experiences. From shouting in the market to listening at the margins.

In August 2024, Cracker Barrel attempted a bold move: a new logo and “All the More” campaign designed to modernize its image. The redesign removed the beloved “Old Timer” — a man sitting against a barrel — from its identity.

If you want to know what fuels the world’s most successful brands, look beyond their products. Look beyond their advertising. Look at their communities.

Executives keep asking me: “Should I be using AI to build my brand?”

The answer: yes. But not the way you think.

Most executive brands fail for one simple reason: they confuse what they do with why they exist.