What likely started as a routine refresh spiraled into a political storm that went all the way to the US president

Shares of Cracker Barrel rose 4% after the restaurant said it would scrap its new logo, amid criticism from social media users and even President Trump.

Cracker Barrel's rebrand is just the latest example of a company making big branding decisions, then pulling back after blowback from its customer base.

What likely started as a routine refresh spiraled into a political storm that went all the way to the US president