When a client wants to break brand rules in a marketing channel, I start by understanding their motivations—often, there’s a specific goal driving this desire. I then provide an objective analysis of the risks and benefits of breaking these rules, emphasizing the potential impact on brand consistency and reputation. I suggest creative alternatives that align with the brand's guidelines but still fulfill their objectives. Ultimately, if we decide to take a calculated risk, I ensure it’s done strategically, with all stakeholders understanding both the potential upsides and downsides.

You tell them the truth. Breaking brand rules might feel bold, but it risks trust. Show them the consequences: confused customers, diluted brand. Offer a smarter way to push boundaries—without breaking them. Bold doesn’t mean reckless.

A good set of brand guidelines should be flexible enough to let the brand explore new zones creatively as the brand evolves. For instance, a news aggregator brand that I strategised for belongs to the Outlaw archetype. But, it can still share entertainment news in an engaging, witty manner. So, the best thing to do is to explore the uncharted territories of the play field and innovate as much as we can within the established guidelines. It's okay to bend the rules, but don't break them.

When a client wants to break brand rules in a marketing channel, the key is to balance daring with discipline. Breaking rules can spark genius or a PR nightmare—it’s all in the execution. Start by questioning why the rules exist. If they’re stifling innovation rather than protecting brand integrity, challenge them—but with a plan. Frame it as a controlled rebellion—take calculated risks in a low-stakes test before fully diving in. Remind the client: rules are there for a reason, but disruption is how brands make history. Just make sure the history you're making doesn’t end up as a cautionary tale.