FINE Partner Josh Kelly Talks Using Humor to Add Brand Value in AW360

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But, are you funny? Brand value has always largely been perceived, and nowadays, it's also felt. And people like feeling amused.

FINE Partner and Chief Strategist Josh Kelly shares with Advertising Week 360 how brands can embrace a lighter touch to more naturally invite consumers in.

While luxury brands in the past have been reluctant to embrace humor, luxury itself has become more approachable, leaving room for brand messaging to lighten up in ways that feel authentic. A culture that encourages your own brand of play shows up at every touch point, and companies like Kimpton Hotels, Halo Top ice cream, Moon Pie, and Gucci are all getting in on the games.

Today's audience is captured, engaged, and kept through brand experience, and humor humanizes brands, puts people at ease, and makes you approachable.

Read the full article on Advertising Week 360.

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