Esther Dawson, Global Brand & Content Lead at Breadcrumb, tackles one of B2B marketing's trickiest challenges: how to build a genuinely funny brand without making everyone cringe. She gets into the culture, the craft, and the calculated risks behind making humour work in industries where no one expects it.

Tune into this episode, as we explore:

• (00:24) Culture first: why humour has to exist inside the company before it ever hits the feed
• (02:31) The cringe problem and why you can't just hire someone and tell them to "be funny"
• (04:32) Gallows humour in cybersecurity and why the best campaigns meet your audience where they actually are
• (06:18) Where humour earns its place: brand awareness, pain points, and the printer you've formed an unhealthy relationship with
• (09:20) Scaling a humour-led brand: how to keep the confidence (and the buy-in) as the stakes get higher
• (11:36) Witty vs. jokester - the distinction that keeps your brand from becoming one person's version of funny

Listen to the full episode here: https://open.spotify.com/episode/1DpkFKoGo7i7Po30ux8WOZ