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Week x Week 2: Humor, Evolution & Creativity

Another week of work, another week of learning. As we continue to drive forward and adapt to the new normal, we’re bringing you along for the ride. Here are the takeaways.

Humor is great — if it’s done right.
Many brands are shying away from humorous marketing. While we’re facing some very serious issues right now, if your brand has a humorous personality, let it shine. People need it. Just make sure to do it with tact and the right talent.

A great example of this is the latest commercial from Ryan Reynolds.


A few reasons this approach works so well.

  • His brand is witty
  • Humor is refreshing right now
  • It shows its aware without saying a word
  • He makes fun of himself, making the audience feel more okay to laugh
  • Video invites people to pause and look for easter eggs
  • Takes something usually benign, like slides, and makes it interesting

Is humor an attribute of your brand voice? If you’re not sure, it might be time to re-examine your voice.

With a new normal, what is your brand’s new normal?
Our lives have changed drastically in the last couple of months. With lifestyle changes, come personality changes. The same can be said for brands. The product or service you were selling last year lives in a different world. Does your personality still fit? Or, does it need to evolve?

Take a look at your brand voice and tone. If it needs to shift, there are easy ways to do so.

Storyteller > Story
How you tell the story matters more than the story you tell.

A great story doesn’t last without great storytellers. Sure you could tell Hansel and Gretel in a monotone voice and it would still get the point across. But what’s going to stick in their memories is the scary witch voice, the vivid description of the oven, the joy of the kids’ escape.

What does a fairy tale have to do with marketing? Right now, many of us are promoting a pretty similar story.

AKA: things have changed, we’re implementing these safety standards, we’re all in this together.

But just because it’s the same, doesn’t mean it has to be told the same way. How can you make your version stand out and not feel cookie cutter? Think of your brand as a person. How would they explain the situation to their best friend, their neighbor, their kid? Use these examples to adjust your story. It will make your marketing richer and more impactful.

Partnerships are powerful.
Maybe you’re trying to save marketing dollars and ad spend. An easy way to double your audience is to partner with a different brand. You’ll be able to split the bill on any ad spends and double the exposure on free social channels.

Make sure it’s a partnership that makes sense, though. In our city of Duluth, we’ve seen local breweries and restaurants partner up to host live tasting events. It’s a fun way to tout both their products and keep people interacting with their brands.

Reach out to businesses and organizations you admire. You never know what amazing things will come out of it.

Want More?
Need a little help pursuing some of these ideas? We’re always here to help, from little projects to marketing overhauls.

Say hello! Or check out our other WxW articles