Autodesk CMO analyzes Sydney Sweeney and Cracker Barrel branding lessons.

3 hours ago7 min read1 comments

Marketers are absolutely dominating the cultural conversation right now—with their epic wins and their face-palm fails both sparking major discourse. But what campaigns are actually creating that healthy tension versus toxic drama? And when should a brand just admit defeat and walk back a rebrand? Autodesk CMO Dara Treseder, who we all know from her killer insights on brand strategy, just broke down the most talked-about campaigns of 2025 with her unfiltered takes on everything from Sydney Sweeney's American Eagle ad to Cracker Barrel's logo glow-up disaster.This was all part of a Rapid Response interview recorded live at the Masters of Scale Summit—total main character energy. Let's dive into the tea.First up, Sydney Sweeney's American Eagle ad that had everyone fighting about 'jeans' versus 'genes. ' The controversy was everywhere—TikTok, Twitter, your group chats—but was it healthy tension or did it cross into toxic territory? According to Treseder, healthy tension actually moves the brand and business forward.Great work has to have tension; if it doesn't, it's just background noise. But here's the kicker: healthy tension drives acquisition and real business results, not just awareness.With the Sweeney spot, they definitely checked the tension box and got people talking, but Treseder points out there was a ton of alienation. I mean, come on—using 'genes' and showing only one demographic in today's polarized climate? You didn't need a focus group to see that coming.The backlash was instant, and while awareness spiked, whether it translated to sales is still a big question mark. Meanwhile, Gap totally slayed by jumping into the conversation with their counter ad featuring Katseye.That move drove massive acquisition, and their TikTok sales went through the roof. That's how you do healthy tension—using the drama to actually boost the bottom line.As Treseder put it, gone are the days where all publicity is good publicity. Sometimes, you just don't need that kind of attention.Then there's the Cracker Barrel saga. When they decided to remove the old-timer from their logo, the fans went ballistic—and the brand eventually walked it back, much like HBO did with the Max rebrand.So, when should a brand stick to its guns versus admit it messed up? Treseder gives Cracker Barrel props for trying to spark growth amid declining sales—evolution is necessary, or brands die. But the soul of the brand—that Southern hospitality and comfort—is non-negotiable.The new logo? It was so sanitized it could've been Panera Bread. It didn't scream Cracker Barrel at all, and that shook customer trust.Treseder sees the walkback not as capitulation but as smart brand stewardship. They listened, learned, and decided to evolve other elements instead of messing with the core identity.That's bravery in action—owning the mistake and pivoting. Finally, let's talk partnerships.With Autodesk's 'Let There Be Anything' campaign featuring U. K.streetwear designer Tega Akinola, Treseder breaks down how to nail authentic collaborations. It all comes down to ROMI—return on marketing investment.First, the partnership has to be an add, not a detraction. If it's neutral, don't even bother.Second, you need both reach and resonance; one without the other is a waste. And third, it has to be a force multiplier, fitting into the bigger picture.Treseder's math? A 1:3 ratio—spend a dollar, make three. If it doesn't hit that, reinvest those resources elsewhere. The lesson? In today's hyper-connected world, every move is magnified, and the line between iconic and problematic is thinner than ever.

#featured

#marketing

#branding

#advertising

#Sydney Sweeney

#Cracker Barrel

#rebrand

#partnerships

#business strategy

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