JUST Branding S05.EP17 - Humour in Branding with Paddy Gilmour
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Nov 6, 2024 Join Paddy Gilmour, a branding expert who helps brands like Harley-Davidson and Epson harness humor in their communications. He reveals how humor can make brands more relatable and memorable. Discover the strategic application of humor in branding, including when and where it's most effective. Paddy shares his step-by-step guide to crafting humorous copy and highlights pitfalls to avoid. With real-world examples, he emphasizes that calculated risks in humor can lead to substantial rewards, enhancing customer experiences and brand affinity.
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Paddy's Humor Journey
- Paddy studied post-war conceptual art and its use of humor before entering advertising.
- He combined theoretical knowledge and practical experience to consult on humor in branding.
Humor Is Universal Social Play
- Humor is a form of social play found in all civilizations and is universally human.
- Benign violation theory explains humor arises when violations are perceived as harmless.
Humor Boosts Brand Recall & Sales
- Humor warms people to campaigns, brands, and increases purchase likelihood.
- Research shows funny ads are more memorable and preferred by consumers.