Smoking Gun has published a new white paper to show how humour can help brands become more memorable.
The Manchester agency’s Intention Unit has delivered The Case For Strategic Levity, providing a neuroscience-backed framework, for how humour, positivity and playfulness can elevate brand performance. Particularly in a world “defined by crisis fatigue and emotional overload.”
It features expert input from Dr. Eleanor Bryant, Health Behaviour Psychologist at Bradford University, with new findings from a survey of 100 senior UK marketeers.
“Brands are so fearful of getting humour ‘wrong’ that they’re missing the opportunity to connect, be remembered, and even be loved,” said Smoking Gun CEO Rick Guttridge.
“Marketing has become afraid of its own shadow. Strategic Levity is not about being flippant – it’s about being human, and using humour smartly to drive real results.
“This isn’t about making everything funny. It’s about making brands feel human again and using laughter, surprise and joy as levers for effectiveness, and as antidotes to cultural exhaustion.
“We believe the brands that dare to play, that connect through well-judged humour, will be the brands that win hearts, minds, share of voice and consumer spend.”
The study shows how humour can “enhance emotional recall and learning, shifts attitudes and encourages preference – ultimately helping brands win by driving memorability and mental availability.”
It found that over half (52%) of senior marketeers wish they used humour more, but many hesitate, citing fears of offence, backlash, or simply being misunderstood.
The report also features practical guidance on how brands can get humour right – from stand-up Jack Jelly.
You can download the full report from Smoking Guns’ website.
