Sparkin - Moving You Forward June 2017
Narrate a newsletter for creative strategy/brand planning professionals

Humor and Building Brands

Stuart Parkin

Done well, humor eases communication and connects people. Done badly, it does the opposite. So how should brands use it? Clearly, with care. But what rules and guidelines exist?

Paramount is knowing if and when humor is an option. Some brands should avoid humor altogether. Others might effectively deploy it just occasionally. Key is understanding the brands’ values as well as how the audience relates to and interacts with the brand. Category and cultural context are also important considerations.

Humor is a relatively high risk communications strategy which begs the question, ‘What is the communication’ designed to achieve? There might be a more optimal path.

The attached links may help answer some of these questions and if nothing else provide greater clarity. Enjoy!


PS. Please let me have your ideas on areas you would like to be covered.

Articles and commentary that might be of interest…

How To Use Humor To Power Up Your Content Marketing

5 Ways You Should Use Humor

#MarketingHumor #FunnyBrands #FunnyAds

Jokes Aside: The Very Serious Business Of Adding Humor To The Marketing Mix

Knock Knock It’s Roi – How To Use Humor Psychology In Marketing

The Dangerous Art Of Using Humor In Marketing

Lol Content: Friend Or Foe? 10 Examples Of Humor In Marketing
Stuart: 646-280-5147

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