The companies who have the best marketing — the kind you talk about, share and remember — have at least one thing in common: they all give their audience credit for being smart and having a sense of humor. Here’s the sad part: they’re the minority. Too much great advertising and marketing never sees the light of day because it gets watered down or has the edges sanded off before it gets to the public. And so it blends in with everything around it. If you wanted to have a huge impact on your brand and your ROI, give your prospects credit for being bright people with a sense of humor — then give them something to really engage those qualities.
