He’s never spent a dime on marketing, but his brand is one of the most well-known in existence. He bursts into homes, but he is never charged with breaking and entering. For most people, just thinking of him brings positive emotions to mind. He has endured wars, depressions, scrutiny (is he real or isn’t he?), and even opposition from parents or certain religious groups. Every year, without fail, he returns with his sleigh, reindeer, and gifts.
How did Santa Claus build a brand franchise that is the envy of other marketers, despite the obstacles thrown at him? What marketing lessons can we learn from him?
- Santa has a clear mission and a clear target market. He has been bringing joy (and presents) to children year after year. His target has never strayed. His mission is so clear that nearly everyone knows it.
- Santa is a strong and unique brand. He wears a red suit and shiny black boots, has a white beard, and has his own personal catch phrase, “Ho ho ho!” These set him apart from the Tooth Fairy or Easter Bunny, and these images are nearly universally associated with Santa.
- Santa utilizes a team, with clear roles and responsibilities. The elves make the toys. Rudolph leads the delivery crew. Mrs. Claus supervises the day-to-day operations. This allows Santa to interact with his customers and perform hands-on consumer research about market trends.
- Santa is reliable. Regardless of freezing temperatures, Dad losing his job, or moving to a new house, Santa never lets us down. On Christmas morning, children wake up to find a plate sprinkled with cookie crumbs, an empty milk glass, and presents beneath the Christmas tree; these provide evidence of a late-night visit from Santa.
- Santa delights us. Who doesn’t smile when they think of Santa? Whether it’s delivering a beloved toy or making a surprise visit to a holiday party with a bag full of goodies, Santa consistently leaves happiness wherever he goes.
- Santa is the original viral advertising campaign. As his customers get older and become parents, they deliver Santa’s message to the next generation of customers for him. It’s not just parents, either. Other companies, such as Coca Cola or Macy’s, pay for advertisements starring Santa, hoping to build on his popularity.
He has been making his Christmas deliveries for many years and, by continuing his branding secrets, he will continue to make his deliveries for many years to come. Santa “gets” branding and, by adopting some of his branding strategies, we can borrow a little of his magic!
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