Brand Thinking
Why humor is a brand’s best friend
When was the last time you actually laughed about a brand? In today’s crowded market, people don’t connect with “perfect” brands — they connect with personality. And nothing builds personality faster than a sense of humor.
1. Humor builds attention & recall
Humorous ads generate twice the attention compared to serious ones (Eisend, 2009). Even more telling: 90% of people remember a funny ad (Oracle, 2022). If attention is currency, humor is one of the smartest investments you can make.
2. It creates brand affinity
People enjoy being around brands that make them smile. A bit of wit or irony can transform an interaction from transactional to emotional—boosting connection, trust, and purchase intent.
3. It drives engagement & reach
Witty, meme-like content sees 25–30% higher engagement than traditional messaging. Laughter travels fast. Humor invites sharing—and sharing builds awareness organically.
4. It humanizes your identity
Humor shows confidence and authenticity. It turns a product into a personality—someone your audience can relate to, talk about, and root for.
5. It’s Gen Z (and future) ready
41% of Gen Z say they’re more likely to pay attention to funny brands, and 35% say humor makes them more loyal (2023 survey). For the next generation of consumers, entertainment and authenticity are inseparable.
So why aren’t more brands doing it?
Because humor is hard. It takes empathy, timing, and courage. But when done right, it doesn’t just entertain—it builds brand equity that lasts.
Want to make your brand more fun—and more unforgettable?