Target’s Identity Crisis, Gap’s Denim Jeans Gamble, and Cracker Barrel Chaos: What Are Brands Even Doing in 2025?

Target’s identity twister, Cracker Barrel’s logo drama, and Katseye frontlining Gap’s denim revival—this week’s brand moves hit different.

Is Target having an identity crisis? Did Cracker Barrel really ditch the barrel? And why are Gap low-rise denim jeans back?! Dive into this week’s wildest brand moves—because the corporate world just got weirdly spicy.

The world of branding just had one heck of a glow-up this week. From Target’s identity crisis to Gap’s denim dreams and a Cracker Barrel logo that sparked a mini rebellion (yes, really), here’s your insider look at this week’s most dramatic, daring, and delicious brand moves.

Target’s CEO Plot Twist: From Fiddelke to Fiddling?

Imagine trying to reboot your entire brand image, and then appointing a new CEO who’s… the same guy that’s already been running the joint for five years. That’s Target for you this week. Michael Fiddelke, Target’s current CFO, is stepping up as CEO—but critics are raising eyebrows like it’s peak Botox season.

Target’s been dabbling in everything: designer collabs, delivery wars, digital dominance, and discount drama. But without a clear identity, it’s giving "jack of all trades, master of none." Maybe Fiddelke’s the man to steer the ship—or maybe it’s time for a new map.

The Return of the “Value Wars”: Bring on the Deals

Hold onto your wallets, folks—the “value wars” are back, and it’s about to get economically delicious. McDonald’s is slashing meal prices, Pizza Hut is offering budget-friendly pies, and even Olive Garden is getting generous with its breadsticks. Target, Kohl’s, and other big-box retailers are joining in with heavy promos. It’s like Black Friday but every day, and your grandma doesn’t have to fight someone for a toaster.

Why? Because inflation fatigue is real, and brands are realizing that flashy ads won’t cut it—value is king.

Guess Who’s Leaving the Stock Market?

In a fashion-forward flex, Guess is going private in a $1.4 billion deal with Authentic Brands Group and the company’s co-founders. Shareholders got a sweet $16.75 per share deal (cue champagne), and the brand now gets room to breathe without Wall Street pressure breathing down its velvet blazer.

This means more agility, more strategy, and (hopefully) fewer boardroom existential crises.

Gap’s Better in Denim campaign just dropped, and Katseye is serving Y2K attitude with Gen Z confidence—low-rise jeans have officially entered their comeback era.

Gap Is Betting on Denim (Again)

Gap just launched a new campaign called “Better in Denim,” and yes, they’re bringing back low-rise jeans. Don’t worry—we’re scared too.

Starring the new girl group Katseye, the campaign oozes early-2000s nostalgia, mixed with Gen Z TikTok vibes and a pinch of “please remember us.” After years of brand confusion, this might just be Gap’s “comeback jeans” moment.

Cracker Barrel traded its old-timey charm for a minimalist makeover—bye-bye rocking chair, hello sleek simplicity. The internet, of course, has opinions.

Cracker Barrel’s Logo Change = Full-Blown Panic

Well, folks, it finally happened. Cracker Barrel changed its logo—and some people are losing their gravy-stained minds. After 48 years, the brand ditched its iconic “man and barrel” design for a minimalist, sans-serif text logo. It’s part of a $700 million modernization effort, but traditionalists are threatening boycotts. Yes, over a logo.

If you thought people were passionate about pancakes, you haven’t seen them defend a wooden barrel.

Sephora Scores Big in Women’s Sports Collabs

Sephora’s marketing team deserves a standing ovation—or at least a glittery slow clap. Under the direction of Celessa Baker, the beauty giant is now partnering with the WNBA’s Golden State Valkyries and women’s sports startup Unrivaled.

These aren’t just your typical sponsor deals—think glam squads at media day and authentic brand storytelling that actually makes sense. It’s bold, it’s empowering, and it’s giving ✨big brand energy.

2025’s brand battles are all about identity, value, and vibes. Whether it’s trying to win over Gen Z, weathering economic storms, or just surviving a rebrand, brands are pivoting faster than a TikTok trend. Let’s see who thrives, who dives, and who’s just along for the aesthetic.

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References (because even fun articles need receipts)

1. Reuters – "Target's new CEO pick raises doubts"

2. Axios – "Value wars are back"

3. Vogue Business – "Can Gap make jeans ads good again?"

4. Reuters – "Guess to go private in $1.4B deal"

5. The Sun – "Cracker Barrel logo change sparks backlash"

6. Byrdie – "Celessa Baker on Sephora’s innovative partnerships"

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