The Imperative of Joy: How Smart Brands Create Connection When Everything Else Is Copyable

You’ve done the research. You know your customer. Unfortunately, so does everyone else. When every brand follows the same playbooks, uses the same tools, and copies the same best practices, differentiation disappears—and customer loyalty goes with it. Shouting “But we’re different!!” doesn’t help when your differentiators come from things you don’t own or can’t control (*cough* AI *cough*).

In this energetic, funny-but-serious talk, copywriter and comedian Lianna Patch argues that the most overlooked competitive advantage isn’t data, AI, or positioning. It’s joy! Joy is a strategic choice that shapes how customers feel, whether or not they care, and how they remember you. Through research, real examples, and one surprisingly instructive landscaping supply store, Lianna shows why joy is your unique advantage, and how you can create joy at scale through humor.

In Lianna’s session, you’ll learn:

• When and why customer knowledge stopped being a brand differentiator, and what to focus on instead
• Where to find real sources of joy in your brand, your customers, and your team
• How to use humor safely, strategically, and without embarrassing yourself or your business

Get your B2B Forum ticket now!