Santa Clause, a Perfect Brand

I have never seen the old man. Moreover, I can bet that neither have you. We talk about Santa Clause. We talk about an image so deeply thrust into our brains that if we were to describe him we would all pronounce the same words. If we had the draw him, we would trace the same lines and we would use the same colors.

Santa’s visual identity is unique and unmistakable. Positioned as excessively charitable, Santa possesses sincere eyes, a large smile, and a belly that does not allow us to doubt his love of life very much. He gives unconditionally, and his budget helps him categorically outrun his competitors: the Easter Bunny and St. Nicholas.

The man flies in a sleigh pulled by reindeers that run idly, not to mention the fact that he gives millions of presents in one night out of one bag that is never empty.

I stop a little to talk about the package. Santa practically introduced the red hat with a small white tassel, and he is the only man who dresses in red from head to toes without being laughed at. Let us remember that Santa comes in winter when the background is white. It is really defiant. Theoretically so visible, and practically unseen by anyone.

Let us go further and analyze the communication strategy. He says it all by a simple: Ho! Ho! Why do the reindeers not stop when they hear him? Pay attention! This is supposed to be a laugh. Practically, the man introduced an authentic type of laugh to which his entire communication is reduced. Ho! Ho! means: I am Santa, I have come, I come down the chimney, I have presents, I am cheerful, I say good-bye, I will come back next year. Ho! Ho! is all he has to say. Instead, he reads letters in all the languages and dialects in the world so do not be quick to judge him as illiterate.

He has never said any words that we can reproach him with. He has never inconvenienced air flights and he has not been involved in accidents. He does not drink. He does not smoke. He does not lie. We have no choice. We love him.

I am asking: what is Santa? A nice old man? A fantasy? An image? A name? A marketing tool?

I dare answer by stating that Santa has all the qualities that a brand should have. I dare say that Santa is a brand. A perfect one. When your brand is as loved as Santa Clause, then you will have a perfect brand.