Dive Brief: 

• With the help of its senior marketing manager of social media, Tim Washer — a former comedian and actor — Cisco is utilizing humor to build brand value. 
• The brand has already released a few comedic videos, including a Valentine's Day spoof promoting its ASR 9000 router. 
• According to Washer, while it's not clear if humor translates directly into sales, it does create a positive feeling about a brand — something more in the B2B space could benefit from. 

Dive Insight: 

Washer is certainly on to something with the addition of humor to B2B marketing. Humor helps to humanize a brand and make it more relatable. A little humor can help a brand stand out among stodgier B2B marketing efforts.