A Holiday Lesson In Branding


Is nothing sacred? Brand Channel offers up a case study and the idea that we could all take a page from Santa's book. Happy Holidays!

Could Santa Be the World's Strongest Brand?

"Whether you believe or not. Whether you call him Santa Claus, Père Noel, Father Christmas or St. Nick. Whether you buy into the whole naughty or nice routine. You have to admit, the jolly Rubenesque man with the white beard who hails from the north is a really strong brand...

... As a model brand, we know what Santa Claus stands for; his values and passions are clear and consistent. Ask a group of colleagues or friends to describe Santa's brand attributes, and virtually everyone will use the same words: Jolly, generous, hard-working, collaborative, giving, fair. Try to yield that kind of consistent response among your customers and prospects during focus group research..."

about the author

tlevitz Hello, advertia

Comments (6)

  • CopyWhore's picture

    Similarly, Jesus is also a strong brand... Much like Satan... And Allah... And even Peter Pan... The bottom line being that Brands are characters. And if you create 'em, imbue them with some integrity.

    Dec 23, 2003
  • Dabitch's picture

    Isn't Peter Pan just a reincarnation of the green man mythology that's been in the collective consciousness of humanity since that dawn of time?

    who spiked my eggnog? ;)

    Dec 23, 2003
  • tlevitz's picture

    heheh, the Peter Pan brand may not have the most positive connotation as it sometimes is used to refer men who hit a certain age in life but still own and use a beer bong, etc., etc...

    We were just talking about the collective consciousness the other day and saw part of a really good documentary about fairies on the Sundance Channel...

    Dec 23, 2003
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    i like peter pan

    Dec 24, 2003
  • Robblink's picture

    Michael Jackson thinks he's Peter Pan....although I don't remember Peter serving red wine and sleeping pills to his friends in Neverland....

    Dec 24, 2003

Leave a comment