#BS: RNC. Humor?

Every time I hear folks talk about injecting humor into a brand’s voice, I stiffen a little bit. TH↓S is why.

Humor is a tool. It needs to be employed thoughtfully and carefully to work well. Otherwise, like any tool, it can be ineffective—or worse, a total disaster.

So before trying to add humor to your brand voice, perhaps ask:
📌 What are we trying solve for with humor?
📌 Is it actually humor we’re aiming for, or is it something else?
📌 Why is humor the right tool for this job?
📌 Can we lay out the type of humor we’re aiming for?
📌 Does this type of humor align with our brand and our audience(s)?

#BrandlySpeaking if you’re trying to “add” humor to your verbal strategy, you might want to start by really zooming out first.

PS: I'm not a political pundit and I won't be commenting on whether this is an on-brand political tactic. What I will say is that this is crass, wrong and racist. If you disagree, please debate that with yourself.