Ask Is it true that people remember a brand better if it makes them laugh?

[Brajet]

Humor seems to stick in people's minds longer than plain information, which might explain why some brands lean heavily on jokes in their posts and adverts. A funny moment can make a name pop into someone's head weeks later, even if they were not planning to buy anything. But humor can also fail badly if it is forced or if it offends the wrong audience. Do you think a brand needs to be funny to stay memorable, or can other things work just as well?