Truly Deeply/Madly

Wish­ing you and yours a truly, deeply fes­tive sea­son from all of us.
It is that time of the year when the age old ques­tion is asked by chil­dren all over the world, do you believe in Santa?

Santa is an amaz­ing brand in many ways. It heav­ily relies on a vast num­ber of brand ambas­sadors from par­ents to depart­ment store Father Christ­mases to deliver the brand, whilst at the same time lack­ing authen­tic­ity as most of the world doesn’t actu­ally believe in it.

Despite all this the Santa brand has bril­liant sto­ry­telling, an instantly rec­og­niz­able brand visual lan­guage, cre­ates a pow­er­ful sense of brandtic­i­pa­tion and con­sis­tency of brand expe­ri­ence — I don’t know about you but my Decem­ber 25ths have a def­i­nite ground­hog day feel to them.

The Santa brand con­tin­ues to cap­ture the hearts and minds of hun­dreds of mil­lions of peo­ple — per­haps mak­ing it the most pow­er­ful brand in the world. And with a share of the wal­let esti­mated $450 bil­lion plus of Christ­mas spend­ing in the US alone each year, I’d love to see Inter­brand cal­cu­late a value for Santa’s brand equity.

For those inter­ested in the exer­cise of brand think­ing with a touch of Ho Ho Ho, take a look at the Santa Brand Book from Qui­et­room we came across this week:

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