What makes the secrets to branded humor so elusive is that there is no single solution and hardly any firm rules. But we’ve probed our expert panelists for their thoughts, favorite examples and asked them to break it down – how does branded humor work? We looked at some of the best examples and drew some insights.

1. in the Age of Viral Humor
How to Win with Wit
Come Prepared to Play
Find a Breakthrough Strategic Approach for Humor
Understand The Potential
Strong emotional
connection with
the target
Powerful tie
to pop culture
Seen as a
trend-setter and
a conversation
leader
Admired for
courage
Courage and
confidence
A brand must be willing
to face the risk involved in
order to take advantage of
the great opportunity.
Strong brand
“sense of self”
When a brand has a clear
understanding what it is all
about, it is able to properly
align its voice to the right
notes of humor.
Acute understanding
of the target
Since humor varies by
audience segment, the
brand must possess a
deep understanding of the
target's sense of funny.
Clear ethical
guideposts
Strong ethical guidelines
are what keeps the brand
on the rails.
Talent with the skill
to make clear, smart
real-time decisions
Humor lives in the moment
and funny reactions to
events require those whose
judgment is quick and
trusted.
Access to
professional
funny people
Nothing is worse than
a lame joke. Humor must
be professionally
executed.
Real-time content
creation capability
In today's fast-paced social
world, real-time content is
what carries the joke.
Ability to pick up the
pieces when things
go wrong
What happens when things
go wrong? There needs to be
some contingency planning.
Does the brand have the
fortitude to resolve discontent
and move on.
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ace- t o - f ace wit h
o pul ar Co mics