On a new episode of the Branded podcast, Larry and I took a look at a few of our favorite companies and how they’ve shaped their brands through authentic brand values. My choice was Cards Against Humanity, the irreverent card game, and you may be surprised to hear that I think we can learn a lot from this company.
Cards has achieved unprecedented success not only for its hilariously dark and politically incorrect content but also for its unique approach to branding and marketing. The brand’s journey is a testament to how its unorthodox values have shaped its identity and marketing efforts, capturing the hearts of millions worldwide.
Unapologetically Authentic
From the very beginning, Cards Against Humanity was committed to being an authentic and unapologetic brand. Instead of playing it safe, they decided to embrace their quirky, edgy, and sometimes controversial content. While this wouldn’t work for every brand, it is clear that Cards knows its target audience and knows they will embrace every decision.
Focused on Community
Cards Against Humanity demonstrated a strong commitment to the community. Through efforts like the “Holiday Hole” campaign during Black Friday, where they dug a massive hole live-streamed online and encouraged people to donate money for the sole purpose of digging the hole deeper. While some questioned the absurdity of the initiative, it was a perfect reflection of the brand’s value of empowering its community to make the brand their own.
Rejecting Traditional Advertising
Unlike conventional brands that rely heavily on traditional advertising, Cards Against Humanity charted a different course. They refused to invest in traditional marketing channels and instead focused on creating engaging, shareable content that resonated with their audience. Their anti-advertising approach drew even more attention to their brand, as word-of-mouth and organic social media mentions became their most potent promotional tools.
Embracing Social Responsibility
Surprisingly, behind the layers of dark humor, Cards Against Humanity has demonstrated a strong commitment to social responsibility. They launched several charitable campaigns, including the “Science Pack” promotion, where they donated the proceeds to fund science-related projects.
As mentioned in the episode, in 2014 the company launched the Bullshit Box, which was an actual box of… well, bullshit. Customers weren’t lied to when they were told what they would be buying, and because the brand managers knew their customers so well, they knew they’d get a laugh out of the joke. The stunt raised money for Heifer International, which works to eliminate hunger and poverty.
This commitment to philanthropy helped build a positive image for the brand, counterbalancing the perception that they were just a company centered around controversial humor.
Embracing Humor as a Core Value
Cards Against Humanity’s most significant achievement has been its ability to wield humor as a core value. Their brand identity is deeply rooted in making people laugh, even if it means pushing boundaries. Humor, when executed well, has the power to unite people, spark conversations, and form lasting emotional connections. Cards has mastered this art, enabling the brand to become a staple in social gatherings and parties around the world.
While their humor may not be everyone’s cup of tea, Cards Against Humanity’s boldness and refusal to conform to conventional norms have undoubtedly played a significant role in shaping their brand and marketing efforts.
Take notes, because if you become steadfast in your own authenticity values, you, too, will go far.