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1792 Exchange Joins the Eagle Freedom Alliance

WASHINGTON, D.C. —1792 Exchange is pleased to announce it has joined the Eagle Freedom Alliance, a coalition working to strengthen corporate accountability for human trafficking, child exploitation, and related harms.  The core thesis of the Eagle Freedom Alliance is that public companies face too little accountability for their role in trafficking and exploitation because data is sparse, and best practices often generate temporary attention without lasting change. Eagle’s model is designed to solve that problem by connecting solution builders and data experts with coordinated, public advocacy and direct corporate engagement. Members of the growing coalition include Eagle Freedom Funds, Guidestone Funds, Vident, The Knoble, Clapham Accelerator, Brightlight, and others.  The importance of this work is seen in the scope of the problem – there are an estimated 27 million labor trafficking victims in supply chains and more than 6 million sex trafficking victims worldwide. Eagle’s approach to solving that problem is simple but effective: work with experts to identify and build effective solutions, publicly recognize companies demonstrating leadership on the issue, and encourage other corporations to adopt stronger practices through constructive corporate engagement.  The Alliance and its approach are already gaining traction. Its investors and advisors represent more than $100 billion in assets under management and have publicly recognized companies including UPS, Truist, and Fifth Third Bank for practices that embed human crime awareness into institutional policies and practices to help prevent, detect, and disrupt human trafficking and child exploitation.  The Eagle network will provide new insight into how companies address forced labor and child exploitation in their policies and …

Tale of Two Rebrands: Cracker Barrel Listened. Jaguar Did Not. The Results Speak Loudly

It was the best of times for customer loyalty. It was the worst of times for corporate rebranding. In a span of two years, two iconic brands ventured into the same storm and shipwrecked their reputations and their stock prices all in the name of “reinvention.”   One heard the roar from loyal customers and adjusted course. The other remained willfully deaf. The results tell the story, even for those who still don’t want to hear it.  In the dog days of August 2025, Cracker Barrel unveiled a stripped-down new logo and began remodeling its restaurants, scrubbing out the nostalgia-rich clutter for a more antiseptic, sure-to-be-dated-in-a-year look. Unsurprisingly, faithful customers noticed and responded immediately. The familiar barrel with Uncle Herschel seated nearby vanished. The warm, unpretentious and inviting character that had defined the chair for decades seemed to evaporate in a moment. Sales, which had already been slowing due to declining food quality complaints, suffered more. The stock price plummeted, wiping out tens of millions in market value in days.  Investors following the company closely raised concerns, including investor Sardar Biglari who specifically outlined the downsides of the rebrand, calling the $700 million transformation plan “obvious folly” well before the company poured capital into the doomed project. High profile voices across media and online platforms joined in to amplify the disconnect. Even President Trump joined the conversation posting on Truth Social “Cracker Barrel should go back to the old logo, admit a …