It's cliche and cheesy, no doubt. Personally, I tire of it, but what wacky says is true. It's also not terrible branding, but rather terrific. Though some of us may not like it, and those outside K-State may guffaw at it, none of that really matters. Most people associated with K-State love the message and folksy nature of it.
@winters, I'd like to hear more about people not feeling the family vibe.