It was the illustrious Charles Darwin who very nonchalantly said, “It is not the strongest of the species that survives, not the most intelligent that survives. It is the one that is the most adaptable to change.”
Which takes me to another quote by the Greek philosopher Heraclitus, “The only constant in life is change”.
Now before I spiral deeper into the rabbit hole and question my whole existence, I would quickly come to the point, and that being, Why Brands Can’t Afford To Play it Safe and Needs to Change their Communication Strategy.
Long titles cancel ambiguity….
If I ask you to recall a brand, does your brain search through the archives and bring out the most morose non-inspiring brand or does it immediately think of a brand that made you giggle to the point that you decided to question your sense of humor.
Condolences to the first sample set, but my audience is the second lot who gravitate towards creative campaigns when indulging in healthcare marketing.
The reason the world was exposed to your pearly whites while you enjoyed that ad is mostly because they were bold or funny in their approach towards storytelling. And that’s exactly what the audience needs these days, except for when crafting political campaigns (because we prefer to not have our names removed from our ration cards).
Now as we have unanimously agreed upon the fact that we have splendiferous taste, let’s move ahead towards understanding how to achieve brand differentiation with bold marketing and humor.
We will go step by step because that’s how peak out is achieved at Synapse
Know Thy Audience: Humor Them
Jokes regarding HRs and their aching love towards Rangoli might not appeal to a coder who has not seen daylight since demonetisation, but it will surely strike a chord with the corporate world. The first step is knowing what the audience finds funny and what makes them reach for their hockey stick. Shape your communication to align with your brand’s values and the quirks of your target audience. Lure those health conscious by telling them how not to eat their kale, Akale… Write better though.
Wordplay is The Best Foreplay
You can’t dominate the world of funny advertising without piggybacking your hope on the messiah, the savior, wordplay. Imagine a tyre brand with a tagline, For More Gripping Adventures or a sunglasses brand asking you to, Throw Some Shade. Work of art, right? Puns also tend to give birth to stunning visuals, so you can use it to finally break ice with that stunning designer you’ve been eyeing for weeks. However, know when to hold the door, because it is easy to fly off the handle and get some bad reputation.
Make a Campaign That Walks
If one joke is considered funny, 7 connected ones is the feeling of breathlessness. This is why creative campaigns built around a funny character, storyline, or tagline become a part of the human subconscious. If you can create an ecosystem around your humor, your brand won’t just be remembered—it’ll be worshiped.
