Take Risks... F Brand Guidelines!

Why Your Branding Should Break the Rules (At Least Sometimes)

This week, I stumbled upon a quote that made me rethink everything about branding: "MSCHF redoes its branding and visual identity as needed and does not hold to preexisting identity that doesn’t specifically suit its current use case.” It reminded me that in a world overflowing with sameness, daring to break the rules can make your message impossible to ignore.

So, let's explore together how embracing a little creative disruption can breathe new life into our school marketing strategies. - Jason W.

Breaking All the Rules: The MSCHF Approach to Fluid Branding

In traditional marketing, brand consistency is sacred. Logos, color schemes, typography—all meticulously guarded to ensure instant recognition and trust. But one company is thriving by throwing this playbook out the window: MSCHF, an art collective known for viral products and stunts.

MSCHF's radical strategy challenges the fundamentals of branding by continually reinventing its visual identity to match each new concept.

A Strategy of Reinvention

The quote capturing MSCHF's philosophy in their new book says it all:

"MSCHF redoes its branding and visual identity as needed and does not hold to preexisting identity that doesn't specifically suit its current use case."

Rather than being bound by rigid brand standards, MSCHF treats each campaign as a blank canvas, building the visual identity from scratch. Whether releasing controversial sneakers, parodying luxury brands, or selling products designed purely to provoke, MSCHF's branding shifts dramatically each time. This flexible branding strategy might seem risky, but it makes them stand out in practice.

Why Fluid Branding Works for MSCHF

1. Novelty and Surprise: MSCHF thrives on curiosity. With each project visually distinct from the last, consumers approach every MSCHF release excitedly. The uncertainty of what comes following fuels interest and viral buzz.

2. Alignment with Purpose: By aligning the visuals specifically to the purpose of each campaign, MSCHF creates clearer messaging and more potent storytelling. The identity perfectly matches the campaign narrative, enhancing impact and engagement.

3. Cultural Relevance: Rapid shifts in identity allow MSCHF to remain culturally agile. They leverage current trends, memes, aesthetics, and conversations without being tied down by an outdated identity that might no longer resonate.

Case Study: The 'Satan Shoes'

Consider the infamous "Satan Shoes," a collaboration that drew global attention through shock value and controversy. Rather than using previous identities or colors, MSCHF adopted provocative visuals featuring dark reds, occult symbols, and biblical references. This bespoke branding amplified the project's intended provocation, driving intense media coverage, public discourse, and instant sell-out status.

How Can School Districts Adapt This Strategy?

While schools don't typically court controversy like MSCHF, there's still actionable wisdom to draw from their fluid branding approach:

Step-by-Step Application:

1. Evaluate Purpose: Clearly define the specific goals of each school marketing initiative. A fundraising campaign might call for an energetic, vibrant identity, while an academic initiative might require a more serious or scholarly look.

2. Design Specifically, Not Generally: Develop visual elements tailored to the particular audience or event. A college fair aimed at Gen Z students could incorporate trendy graphics, bold typography, and dynamic social media visuals that diverge from your usual conservative branding.

3. Keep Core Identity Simple: Maintain a minimalist, underlying school identity (such as a logo or mascot) that can subtly anchor diverse campaigns without overshadowing unique visuals for each project.

4. Test and Learn: Gradually experiment with this flexible branding approach. Start with smaller events to gauge reactions and effectiveness, then scale up based on what resonates best with your audiences.

Risks and Rewards

Admittedly, abandoning strict branding guidelines comes with risks. Audiences accustomed to consistency might initially feel confused. The key is clearly communicating to stakeholders why each campaign's identity is evolving. When done intentionally, fluid branding can refresh your image, engage new demographics, and increase excitement and participation.

Conclusion: Embracing Creative Flexibility

MSCHF demonstrates that branding flexibility—far from diluting a brand—can make it stronger, fresher, and more compelling. By carefully and intentionally redesigning visual identities to match specific use cases, your school marketing efforts can gain new life, deeper engagement, and heightened relevance. It's not about abandoning identity altogether but giving your brand permission to evolve, project by project, to connect authentically with your audience.

Quick Tips: Embracing Your School District’s “Challenger Brand”

Is your district ready to stand out? Take a page from the National Women’s Soccer League (NWSL), which transformed its “challenger brand” status into a decisive advantage.

A challenger brand thrives by doing things differently—embracing innovation, authenticity, and boldness. Here’s how you can quickly apply this concept to your district’s marketing today:

1. Lean into Authenticity: Instead of the same old announcements, let students take over your Instagram Stories or TikTok account. Their authentic voices will resonate deeply with peers, driving engagement and excitement around your district’s programs.

2. Partner Up Creatively: Identify local businesses or organizations with shared values and goals. For example, partner with a popular café or bookstore to create student-focused study sessions or workshops. Collaborative events attract attention, boost community involvement, and establish your district as innovative and connected.

3. Go Non-Traditional with Tech: Use AI tools like ChatGPT to craft fun, engaging, and personalized content quickly. Need a catchy social media caption or campaign slogan that appeals to Gen Z? Let AI assist you in ideation, freeing your creativity to focus on strategic planning.

4. Create “First-Ever” Experiences: Gen Z loves exclusivity and novelty. Host a groundbreaking event, contest, or challenge—perhaps the first-ever school district esports tournament or a TikTok-based talent showcase. Capture attention by doing something fresh, exciting, and genuinely student-centered.

By embracing these challenger-brand strategies, your district can immediately energize its marketing, social media presence, and brand perception, turning your school community into your greatest advocate.

Success Spotlight: Using Pop Culture to Reinforce a Message

DraftKings didn't rely on dry statistics or warnings when it set out to promote responsible gaming. Instead, it crafted an engaging multimillion-dollar campaign that turned a familiar country classic—Kenny Rogers' The Gambler—into a memorable marketing moment.

Launched during March Madness, their 60-second spot features everyday people singing along to the famous lyrics, emphasizing the importance of knowing when to play and walk away. The tagline? "It's more fun when it's for fun." The campaign, supported by the NFL, NBA, and PGA Tour, is airing on major networks like Fox and CBS Sports and digital platforms like Spotify.

Beyond its catchy execution, the campaign aligns perfectly with DraftKings' broader responsible gaming efforts, including personalized player insights through their My Stat Sheet tool. The result? A message that doesn't lecture but resonates—entertaining while reinforcing a critical behavior.

Lesson for Schools: Leverage pop culture to engage your audience. Creative storytelling can make even profound messages feel relatable and impactful, whether it's a nostalgic song, a trending challenge, or a sports moment.

Closing Note from Jason

As marketers, it's easy to find comfort in consistency. But as MSCHF reminds us, sometimes the most powerful move is stepping out of our comfort zones to meet the moment. This week, let's challenge ourselves to break at least one "branding rule" and see how creativity sparks new conversations and deeper connections.

Until next week, stay inspired, stay bold, and keep pushing the limits. — Jason