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Why Weird Branding Works: Out Standing in a Field

Writer's picture: Holly McPhersonHolly McPherson


Adorable cow sporting quirky Groucho glasses and a playful fake mustache.
Adorable cow sporting quirky Groucho glasses and a playful fake mustache.

In a world where consumers are bombarded with choices, standing out is tougher than a two-dollar steak. Enter the weird: a secret sauce that can turn your business from lame to insane! Let’s dive into why embracing the strange can catapult your communications to the top of the haystack.


Grab Attention Like an Espresso-drenched Squirrel

In a saturated market, conventional branding is as noticeable as a chameleon in a bag of Skittles. With its unexpected and humorous elements, wacky branding grabs eyeballs faster than a cat video on the internet. Humor also helps audiences remember messaging by eliciting attention and how it makes us feel, which equates to creating something memorable. (Djambaska, 2016.)


Make ’Em Laugh, Make 'Em Laugh

Humor in advertising isn’t just for stand-up comedians. Studies show that humor can significantly improve advertising performance by increasing attention and positive emotions toward the brand. Further, other research suggests that "infusing humorous appeals into an honest advertisement will help neutralize the negative concerns that customers may have toward the advertised product" (Trinh, 2024).


Create a Brand Story Juicier Than an Episode of Dexter

A wacky brand persona crafts a memorable narrative that consumers love to share, making your brand the talk of the town — or at least the proverbial water cooler. Studies show that "positive content is generally more viral than negative content" (Berger, 2013). This doesn't guarantee you'll "go viral," but it can't hurt. The Berger article continues, "Ads which make consumers content or relaxed, for example, will not be as viral as those which amuse them."


Build Loyalty Stronger Than Gorilla Glue

Customers who connect with your brand’s quirky personality stick around like gum on a shoe. This emotional bond fosters loyalty and turns customers into brand advocates. Unusual branding strategies are more memorable. Nielsen research shows that 47% of audiences find humorous ads most resonant (Treseder, 2017).


Differentiation: Because Who Wants to Be Vanilla?

In a sea of sameness, wacky branding differentiates your business like a unicorn in a field of horses. (Or, in our case, Wagyu amid eye of round.) Daring to be different signals innovation and a willingness to break the mold, attracting consumers seeking something fresh and exciting.


Case Study: Brands That Nailed the Wacky

  • Old Spice: Transformed from “your grandpa’s cologne” to “the man your man could smell like” with absurd and humorous ads. Read more in this in-depth write-up.

  • Dollar Shave Club: Their quirky launch video was so compelling that it shaved years off the competition’s market share. Here's the breakdown.


Proceed with Caution: The Fine Line Between Wacky and Tacky

While wacky branding can be a game-changer, ensuring that your humor aligns with your brand values and resonates with your target audience is crucial. Misjudged humor can backfire, leading to negative perceptions. However, cautious humor, when appropriate, can gain positive results.


Conclusion

In a crowded marketplace, wacky branding isn’t just 'cuz — it’s a strategic approach to capture attention, foster emotional connections, and differentiate your brand. So, let your creativity run wild, and watch your brand soar above the competition like a hot air balloon on a mission!


Sources:

Berger, J., & Milkman, K. L. (2013). Emotion and virality: What makes online content go viral?NIM Marketing Intelligence Review, 5(1), 18-23. Retrieved from: https://intapi.sciendo.com/pdf/10.2478/gfkmir-2014-0022


Djambaska, A., Petrovska, I., & Bundalevska, E. (2016). Is humor advertising always effective? Parameters for effective use of humor in advertising. Journal of Management Research, 8(1), 1-19. Retrieved from: https://www.researchgate.net/profile/Ilijana-Petrovska/publication/283766137_Is_Humor_Advertising_Always_Effective_Parameters_for_Effective_Use_of_Humor_in_Advertising/links/56f142ac08aec63f4c9b5238/Is-Humor-Advertising-Always-Effective-Parameters-for-Effective-Use-of-Humor-in-Advertising.pdf


Treseder, D. (2017). Humorous Branding Is The Key To Everything. Retrieved from: https://www.linkedin.com/pulse/humorous-branding-key-everything-dara-johnson-treseder/


Trinh, Can (2024). "Honesty in Marketing Communications: The Role of Humor," Atlantic Marketing Journal : Vol. 13: No. 1, Article 10. Retrieved from: https://digitalcommons.kennesaw.edu/amj/vol13/iss1/10

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