Magic Wand® CEO Weighs In on the Cracker Barrel Logo Fiasco

When Cracker Barrel quietly swapped its iconic “Old Timer” logo for a sleeker design, the backlash was swift — and brutal. Within days, the Tennessee-based comfort-food chain reversed course, restoring the old man-in-a-rocker emblem that had graced its storefronts since 1977.

For Ken Herskovitz, CEO of Vibratex — the company behind the legendary Hitachi Magic Wand® — the fallout is a textbook case in brand missteps.

“For legacy brands, the struggle to stay relevant is real,” Herskovitz told PSYN. “The Cracker Barrel situation is a great example of what’s at stake when you inadvertently anger the very folks that most actively keep you relevant. Unless it was a calculated play at making headlines, they may have underestimated how emotionally connected Americans were to the old identity.”

Herskovitz knows something about keeping a brand alive. The Magic Wand first hit the U.S. in 1968, and more than five decades later, it remains the best-known personal massager in the world. Its silhouette has achieved near-universal recognition — a rarity even in consumer goods. The secret, he says, is evolution without disruption.

“When changes or innovations are necessary, we approach them like an evolution, not a revolution,” Herskovitz explained. “Everything is done with as comprehensive an understanding of what customers do and do not want.”

That balancing act — honoring loyalists while courting new generations — is at the core of Magic Wand’s staying power. “Magic Wand is relied upon to remain dependably unchanged—even by new users,” Herskovitz said. “Any changes or new features must first be designed for the OG Magic Wand fans. If we earn their seal of approval, we’re pretty confident the new users will also appreciate the efforts.”

Visual consistency, he adds, is just as important as product reliability. “If the visual voice is overlooked — or abruptly changed — it can throw everything out of balance,” Herskovitz said. For Magic Wand, the white-and-blue palette and familiar shape aren’t optional. “That consistency leads to familiarity, familiarity leads to trust, trust leads to loyalty.”

The lesson for brands tempted by sweeping change? “Before you ask ‘what makes us relevant?,’ ask ‘who makes us relevant?’ Then, cater to those people above everyone else,” Herskovitz said.

Cracker Barrel’s reversal may steady its reputation for now, but Herskovitz says the bigger takeaway is simple: “Continue showing up for the people that show up for your brand. Nostalgia may or may not play a part in your decision making, but if it does, don’t abandon it for the sake of change.”