Conan O'Brien: What Successful Brands Can Learn From the Best Comedians

He and Shaquille O'Neal urged Cannes to take more risks

CANNES, France—Conan O’Brien knows how to take it on the chin: “My sense of humor has always been self-deprecating. I like to make the joke on me.” While it’s counterintuitive for brands to do the same, it’s the fastest way to comedy gold and consumer affection, he said.