Effective intervention in the world has valuable emotional consequences for individuals.

Emotional experience includes thinking. As opposed to feeling or sensation-based experiences which tend to exclude thinking. So it should be no surprise that if there is an idea which enables greater intervention that there will be an emotional connection to the experience which offers the opportunity to intervene more effectively.

Brands enable people to intervene in the world. The greater the capacity for intervention realised by the customer the greater the value of the brand to them.

In order to enable brands to intervene more effectively the exercision of creative insight is required. Creative insight uncovers novel information.

Humour is the expression and realisation of novel information.