Santa - The Brand

Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations.

Why does Santa's brand remain so strong? Because Santa is:

? Consistent

? Unique

? Customer-focused

? Viral

Let's examine these to see what lessons we can learn.

First off, Santa has a positioning statement and has used it to stay true to his mission for decades.

It is this consistency that has helped him build a brand franchise that is the envy of other marketers. No matter what kind of communication vehicle he uses, the message is measured against the positioning statement.

Fed-Ex and UPS also deliver packages, but they don't do it in the middle of the night in a sleigh drawn by eight tiny reindeer. Santa has cornered the market on uniqueness.

He has not strayed from the market he identified in his positioning statement. His target is not every carbon-based life form. He focuses on kids. End of story. Talk about customer intimacy. Santa has perfected data mining.

Who else knows if you:

? are sleeping or awake

? want a Barbie or a baseball bat

? have been naughty or nice

Santa invented viral marketing. As his customers get older and become parents, they market to the emerging group of customers for him. They know that if they deliver Santa's message, they will benefit from their children's good behavior.

And it's not just the parents. Other marketers help him, too. Santa has never spent a dime on advertising. He has used good public relations tactics to develop, manage and maintain solid relationships with marketers who advertise for him. Consider the Coca-Cola ads featuring Mr. Claus. Think of all the newspaper inserts that carry his picture during the holidays. Then, there are all those helpers in department stores everywhere.

Because of his adherence to simple marketing tactics, everyone loves Santa. Not bad for an old burglar with a reindeer fetish.

Harry Hoover has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses. Sign up for his free monthly newsletter at http://www.hoover-ink.com.

---

Strategy and Tips for a Successful Logo Design

Visual processing is the most important way for gathering information... Read More

Extreme Makeover ? Small Business Edition

Have you ever watched one of those home makeover shows?... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

What is an Artists Statement & How Often Should It Be Updated?

An artist's statement is a statement of ideas and thoughts... Read More

Managing the Corporate Brand - a Reputation Perspective

Adored, respected and coveted by customers and organisations alike, corporate... Read More

Importance of Business Branding

Branding is very important to a business, whether it is... Read More

Branding 101: Why Its Critical to Business Success and How to Do It Right

What's Your Brand?A brand is a product/company personality that helps... Read More

Logo Design - Corporate Identity Branding - Brand Identity Guru

Like it or not it's who you are. Your corporate... Read More

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

Putting You and Your Company in Position to Own Your Market

Americans have always liked their coffee hot. But then Starbucks... Read More

Brand Image ? Brand Identity Guru

Having a brand image is not a "have or have... Read More

Standing Under the Umbrella And Still Getting Wet

Make More Money Making a Name for YourselfCalling all realtors,... Read More

12 Ways to Reduce Postage

1. Never send a letter that weighs less than 30... Read More

My First Year In Cyber Space

My first year as a Cyberpreneur was a steeplearning-curve. I... Read More

The Importance of Branding - Can It Really Make a Difference?

As consumers, we don't really think about the importance of... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen... Read More

Brand Building 101

Building your brand into a brand leader isn't easy. There... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

Business Image

One of the most important things in a business is... Read More

How to Write Classified Ads that Get Results Now.

SELLING DIRECTLY FROM A CLASSIFIED AD Classified ads can be... Read More

Branding Mistakes - Brand Identity Guru

1. It "sells itself." I don't need to market.Okay, you... Read More

Corporate Branding and Professional Logo Design

Any business with the minimum interest to be successful should... Read More

Too Dull? Too Sharp?

You work hard getting the right cover message and words... Read More

Branding Is Not Selling Out: ITS SELLING IN

Ever see an amazing band perform and wonder why you've... Read More

Does Your Message Pass the Test?

Develop an effective benefit message and you're well on your... Read More

Jan Verhoeff: Brand Your Market

Marketing potential of any product is based on recognition and... Read More

How a Great Tagline can Help your Business

"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More

The Secrets of Starting Business Successfully

Starting Business Secrets will help you to start your own... Read More

Value-pricing Strategy: Were not The Cheapest but...

In this highly competitive online marketplace, it can be difficult... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands -... Read More

Branding: Bring Back the Jingle!

Did you grow up in the '70s and '80s? If... Read More