Santa: The World's Strongest Brand
Might the world’s strongest brand very well be on its way to houses all over the world next week?
Because whether you believe or not, you will surely agree that Santa Claus is the envy of brand managers everywhere.
His brand strikes strong emotional connections with people all around the globe. He is a unique, relevant, and consistent brand with enormous staying power – no matter if you have been naughty or nice.
Santa Claus hasn't always looked like the jolly old fellow we know today. Like so many other American traditions, he's a product of the melting pot - a blend of many different cultures and customs. His earliest ancestors date back to pre-Christian days, when sky-riding gods ruled the earth. The mythological characters Odin, Thor, and Saturn gave us the basis for many of Santa's distinctive characteristics.
But the most influential figure in the shaping of today's generous and loving Santa Claus was a real man, St. Nicholas of Myra (now Turkey), a fourth century bishop. As a champion of children and the needy, he was legendary for his kindness and generosity.
Santa, the brand, is unique in that he is on the minds of most for only a few weeks a year and even goes by different names: Father Christmas, Sinter Claus, St. Nick, Pe’re Noel. Yet, he stands the test of time and has unparalleled brand promise recognition. His values and brand characteristics can be recited by old and young alike. You know: giving, gregarious, jolly, caring, collaborative, and generous.
Relevance rules with Santa the brand. Kids everywhere identify with his North Pole and elves, his wonderful spouse and his attention to each and every customer inquiry. Delivery never fails to be on time, and his customized database of customer needs is formidable.
Plus, it’s difficult to think of a more consistent brand. Not much changes from year to year, generation to generation. In fact, this brand grows with each new generation and has never had a re-launch or re-positioning. Santa’s brand promise and brand values stand the test of time. The beard, the red suit, the hat, and the shiny black boots have survived and thrived. No one has dared to change the “Ho. Ho. Ho.” or replace the trademark red stocking cap with a new fedora.
His brand essence? Goodness, of course.
As another season approaches, the brand champions for the Santa brand are sneaking about living this incredible brand – moms and dads, grandmas and grandpas and all those uncles and aunts. Each and every one of them is ready to build upon the power of the Santa brand again this year with coal or presents in tow.
All of us at Adayana indeed admire the power of this Santa brand. Yes, we all think it may very well be the world’s strongest brand, and yes, we all wish you a wonderful holiday season with all of Santa’s goodness in your home this year!