When to use humour in branding

Modern branding faces a dizzying array of challenges. Consumers are bored, over-stimulated and increasingly sceptical about inauthentic marketing ploys (don't even get us started on period product branding). So engaging them in fresh, meaningful ways with a clear brand voice is the holy grail for any branding agency. 

Fortunately, the Brand Impact Awards judging panel is well-placed to dig a little deeper into the art and craft involved. We spoke to branding consultant Louise Kyme, and Studio Sutherl& founder Jim Sutherland, the two co-chairs of the judging panel, to get their thoughts on how brands can use humour and behave in a more human way.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.