First of all let me say that if you ever are offered the chance to be Santa – take it. Not playing Santa for a group of family members who already know that it is crazy Uncle Bob behind the beard – but really being Santa for a group of kids who still believe.

Huge difference.

I have been Santa (granted reluctantly) for several years at our Agency’s kids Christmas party. This is always an eye opener. Nerve racking, energizing, silly, fun, heartwarming, and yes pretty hot inside that suit and beard.

But it is THAT SUIT AND BEARD that brings the magic.

The ultimate branding experiment; are your brand symbols and icons so strong that literally anyone can represent your brand given the right tools – even crazy Uncle Bob.

What is amazing is how people act around Santa Claus – good kids, bad kids and yes even good and bad non-kids (Adults that is) – they all treat the brand with tremendous respect.

What if we all went about creating brands and brand equity which would merit the utmost respect? What if we all went about every branding assignment as though we wanted to create the next Santa Claus?

Granted centuries of heritage and I guess brand bribes (shiny presents) help build that respect; but aren’t marketing tactics such as coupons, sweepstakes, contests just another form of presents from our brands to our customers.

Santa is fun and an irreplaceable symbol of the season.

What about your brand?

The Santa Brand