Sometimes it makes sense to make fun of your brand

Wearing a t-shirt that reads "Cornflake U"
Cornflake U t-shirt

A few years ago, when I was working as the Director of Public Information and Marketing at Kellogg Community College, a fellow employee who had an interest in marketing came to me with a question about a particular t-shirt being sold in the bookstore. The t-shirt read “Cornflake University” and was a spoof on the Kellogg part of our name. He was concerned that it violated our branding standards and made fun of the school. He wanted my opinion.

 

I’m a huge champion of branding and consistency (see Addressing the question: Why branding is important), but there’s a part of “the brand” that he wasn’t considering; the brand “personality.” Our brand had a lot of personality characteristics, including personable, approachable, and fun. Considering that, we both agreed that the shirts really didn’t violate our brand, they enhanced it.

 

To this day, one of the most popular items in the bookstore is the “Cornflake U” shirts. I wear mine proudly.

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