This is Menachem Rephun, Guest Columnist for SELLING the TRUTH Today, and eldest son of this newsletter’s creator, Hersh Rephun (Founder/Lead Columnist), who helped me land my very first gigs writing business copy for his clients. I also have a background in journalism, which I started after graduating college, and communications, working as a freelancer for Audible and a wide range of news outlets in NYC before settling in a Communications Manager for the nonprofit Creative Spirit US.
Like my dad, I’ve done some standup comedy and humor as an artform is something we bond over.
We share many comedy influences, though “weird” humor is my personal favorite. I appreciate humor (and comedy) that isn’t afraid to break the rules, try new things, and go off the beaten path.
I’m a huge fan of “weird” shows, from Smiling Friends to Aqua Teen Hunger Force, and everything in between. But I think humor, in branding, marketing, and advertising, has the potential to be something much deeper, more meaningful, and more transformative than just using off-beat weirdness as an attention-grabbing tool.
After all, for as long as we’ve been a species, humor has been one of our most powerful, and sometimes most underappreciated, survival tools. We’ve all used humor, at some point in our lives, as a coping mechanism, especially in times of uncertainty and stress.
Still, I think that’s selling the importance of humor far too short. Humor, at its core, isn’t just about coping. It’s a gift that lets us tap into the inner strength and resilience needed to persevere. Humor helps us grow, to learn more about ourselves. Just as importantly, it helps us absorb and process – or, to put it another way, metabolize – the truth, at times when confronting that truth can be difficult, uncomfortable, or even painful.
As important as humor is in life, it matters just as much for those of us who specialize in branding and advertising. We’ve all seen the ad spots that try, with varying degrees of success, to grab our attention with humor that’s quirky, eccentric, and sometimes downright weird (does anyone remember this one?).
When used smartly, humor can enhance the authenticity and relatability of your brand. It can win your audience over not just by making them laugh, but by prompting them to consider, or re-evaluate, truths and perspectives they might never have before. As We Are Envoy.com explains, humor has the ability to “tap into daily struggles, irrational fears, passions, and beliefs.”
And as Kate Hankinson of Fluer.com puts it, ‘‘Studies show that ads that use humor are 47% more likely to be remembered. At its best, humor can make your brand go viral, provided it’s authentic and aligns with your voice. The key is knowing your audience well enough to strike the right tone.’’ On a scientific level, humor helps with cognitive processing, making it easier for customers and clients to retain and process information.
That being said, it’s obviously important to have a ‘‘right time and place” mentality, recognizing that humor or wisecracking should be avoided in crisis communications or serious product launches.
Barring those types of situations, who doesn’t love satire, wordplay, or surreal or observational humor? Whatever form it takes, humor is truly a universal language, and an amazing vehicle for storytelling, connecting, and communication. As Hankinson writes, ‘‘The goal is not just to amuse, but to engage, resonate, and build trust. When done right, humor becomes more than entertainment—it becomes a brand signature.’’
Juan Isaza, for Forbes.com, points out that humor is just good business practice. “Social networks have made audiences much more eager for humor,” he writes. “A 2020 Global Web Index survey found that 41% of Gen-Z respondents and 34% of Millennials said their main reason for using social media was “to find funny or entertaining content.” If brands want to boost their content organically, humor is a great tool to consider.”
On top of that, humor is one of the rare things that transcends where we might differ politically, or in our ethnic, cultural, or religious backgrounds. We instinctively feel drawn to people who can make us laugh, and it’s no coincidence that much of the greatest and most unforgettable humor revolves around thoughts, ideas, and observations that have the unmistakable ring of truth. When the news in particular is constantly and obsessively bombarding us with negativity and despair on a 24 hour basis, humor has even greater value and appeal.
Let’s be honest: there are times when working in advertising and branding can feel depressingly mechanical and rote, enforcing the feeling that this is just another industry, after all. Here’s the funny thing though: when you introduce humor as a truth-telling tool, you also bring spontaneity, authenticity, positivity, and so much more along with it.
Laughter really is the gift that keeps on giving, and that pertains to advertising just as much as life. Don’t let the gift go to waste: start tapping in today.
Menachem Rephun brings a vivid and entertaining perspective to the marriage of society and branding. A graduate of Fairleigh Dickinson University, with a B.A. in English and a concentration in creative writing, he has always been passionate about creative writing, poetry, and literature, and their ability to open doors of empathy and understanding between people from all walks of life. Menachem has worked as a staff writer and field reporter for numerous local news organizations in the NYC area, covering then-Vice President Joe Biden and former Vice President Mike Pence.
Menachem’s literary criticism can be found on his blog, and his piece about Fahrenheit 451 was covered on RayBradbury.com. He currently serves as Communications Manager for Creative Spirit, a non-profit 501(c)(3) organization devoted to creating integrated employment opportunities for individuals with intellectual disabilities.
