This week in The Brand Hole, expert namer Caitlin Barrett forgets how words work, and then comedian Mike Albanese gets incredibly serious about how brands should (and shouldn't) use comedy and how brands can (and should!) work with professional comedians to get those sweet, sweet laughs they're after. We talk about McDonald's and Brookside, whose job it is to make a brand funny, and whether or not brands can make fun of themselves.

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