Santa = A Great Brand
Full speed into the holidays and I can’t help but look at all of the icons and images for this season. So, let’s take a look at a great brand: Santa. The big guy from the North Pole sticks to the basics and he outlasts recessions, depressions, and just about any economic scenario. Here’s how he does it:
Jingle Bells, Jingle Bells, Jingle all the way: Santa is totally consistent and every generation exposed to the brand has the same Santa experience. If you’re good, he delivers the goods. He has a complete brand experience that includes the elves, Mrs. Clause, reindeer, a sleigh and a terrific story of winning out against all the odds.
Focus, Focus, Focus: Santa’s customers are kids. And this niche is huge. He might have occasionally wished for a larger market, or in his latest strategic plan, decided to go after families so he could capture Mom and Dad, too. But Santa is smart. He stays focused.
You can spot Santa from across the mall: Santa is truly different. He looks different, he acts different, and he has things like reindeer and elves and other odd things. But it’s not just that he’s different that makes Santa a great brand. It’s that he has a message of hope for his target market of kids: Be good and Santa will deliver the goods!
He shows up every year: With a whole lot of help from Mom and Dad, Santa delivers on his promise to show up. Every year, like clockwork, you can count on him. Simply put, you trust the guy.
He knows if you’ve been good or bad: Santa knows his customers so well that he doesn’t have to guess at what they want. He gets so close to us that he knows our true heart’s desire. And then he delivers.
Customers for life: Santa doesn’t lose customers. Even the ones that get coal still keep hoping for next year. Santa is always part of the season and lives on in generosity in all of our hearts.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing