The Santa Brand Bible

In Santa Claus, the world sees a generous soul.

We marketers see a brand with a complex brand system requiring concise standards to manage and protect IP and equity long into the future. For example:

In the 1990s, the agency I led (Lindsay Stone & Briggs) was known around the globe for our branding expertise. So naturally, one year our holiday card was a brand standards manual for Santa™. It was a big hit because it made clear what was on-brand and off-brand. Mailed to thousands, we received hundreds of requests for copies. Alas, to my knowledge only one copy remains. And here, for your enjoyment, are selected excerpts from the multiple page document:

• Visual standards: Ones like those exemplified in this post.

• Naming conventions:

Acceptable: Saint Nick. Jolly Old Elf. Kris Kringle.

Unacceptable: Kris ‘who ate my’ Kringle.

• Acceptable product endorsements:

Stuffed animals. Cookies. Milk. Reindeer Chow. The Weather Channel. Red Flannel Underwear.

• Unacceptable categories and products for endorsements:

Malt Liquor. Reindeer Jerky.

The infamous "manual" specified a brand system detailing various properties and their roles. Of course, Santa Claus™ was noted as the driver brand.

“It’s so strong that it makes the impossible believable including but not limited to the claims: He can visit every household in the world in one 24-hour period. He can make reindeer fly. He can fit down any chimney ever made.”

Sub brands in the system “for use individually or in combination” included:

Rudolph®, described as “a spunky, red-nosed reindeer who gives hope to misfits everywhere.” Mistletoe®, “a poisonous plant used as a visual stimulant to induce osculation among holiday revelers.” Stockings®, which are “to be hung by the chimney with care” as an economic stimulant to the purchase of candy and millions of trinkets.

And then, there is the Silver Bullet Brand: Presents®. The standards manual called it “Our coup de grace: A true energizer for Santa Claus, Inc., invented to revive our brand back in 1371 as a response to lagging sales and slippage in our holiday market share.”

There is much to enjoy in the brand bible my colleagues crafted including these guidelines for dialogue:

Santa® should never be heard saying:

• Santa hopes you’ve been very naughty.

• Stop pulling on my beard, you little brat.

• Why yes, I am Jerry Garcia.

• Reindeer? It tastes just like chicken.

Santa® should say often, and with a smile:

• Have you been a good little boy/girl this year?

• Ho, ho ho.™

• On Dasher, on Dancer, on Comet (etc. etc. etc.)

• Merry Christmas to all, and to all a good night.™

To see comments from other fans of The Santa Brand Bible, visit my LinkedIn Page.