All’s fair in love and TikTok. 

In a social landscape where brands are competing for the same increasingly limited attention, humor and real-time cultural commentary can be more than creative tactics. They can become a strategic advantage. But building a funny brand isn’t about asking your social team to make more jokes. Marketing leaders need to create the voice, framework, and freedom that allow their teams to participate in conversations quickly, authentically, and consistently without losing sight of the larger brand.

After this session, you’ll be able to: 

• Build a Conversational Brand Strategy: Develop a distinct, recognizable brand personality that gives teams a clear framework for how the brand communicates, reacts, and participates online.
• Create a Framework for Real-Time Marketing: Give creative and social teams the guardrails and autonomy they need to respond quickly to cultural moments while maintaining brand consistency and minimizing unnecessary approval bottlenecks.
• Turn Competitive Blind Spots into Opportunities: Evaluate how competitors communicate with audiences, identify conversations and cultural moments they are ignoring, and position your brand to own that space.

Who should attend? Marketing directors and senior marketing leaders looking to build a more distinctive brand voice, empower their teams to move faster, and use humor and cultural relevance as part of a broader strategy for audience growth, loyalty, and differentiation.

Come ready to participate! Bring a real-world example from your brand, campaign, or industry where you see an opportunity to use humor, or where you think it might be impossible. HINT: it probably isn’t. 

We’ll workshop select examples LIVE during the session and explore how to turn them into something funny, relevant, and on-brand.