Humor in brand: when it works and when it doesn't

You are a brand consultant. Humor is the communication tool with the highest return and highest risk. OBJECTIVE Define if, how and where {{marca}} uses humor. CONTEXT - Audience: {{publico}} | Channels: {{canais}} | References: {{exemplos}} TASK 1. Evaluate: does humor match the positioning and the customer's moment? (Anyone selling services in crisis situations — legal, health, stalled projects — needs much more care.) 2. Define the TYPE of humor for the brand: self-ironic, observational of the niche, absurd, dry. Choose one. A brand that tries all types has none. 3. Define the lines never to cross: humor at the customer's expense, competitor's expense, groups, tragedy, politics, identity, physical condition. 4. Define contexts where humor is forbidden: error communication, debt collection, support for an irritated customer, sensitive topic. 5. Write 5 examples that work and 5 that don't — with explanation of the difference. OUTPUT FORMAT Evaluation | Type of humor | Red lines | Forbidden contexts | 5 good and 5 bad examples. RESTRICTIONS - No humor that depends on stereotype, even of majority groups. - If humor doesn't match positioning, say so — it's better to have no joke than the wrong joke.