Margriet passed this url on to me and I loved it at first click.

The *Santa* Brand Book cocks a snoot at pretentious branding.

It’s a poke in the eye to self-absorbed brands.

It’s just very, very funny.

And it’s a cautionary tale for branding in general: stray too far from the needs of your audience and you become self-serving.

A good brand knows what it is, what it stands for and what value it offers to the audience that wants that value. It’s able to reflect its brand promise in the things it says and does.

Brands that fall short come off as in-authentic.

Brands that overshoot come off as pretentious and self-centered — like santaclaus global enterprises incorporated ®©


Be the first to comment

Most Read Articles

2017 in Al’s rearview mirror

When I look back on 2017, on the work we did, the wins and losses, the… Read more

Turn Employees into Brand Ambassadors

Are you ignoring one of your most important audiences? There are many ways to determine who… Read more

Facebook’s getting friendlier

Have you heard? Facebook is changing, and it might affect you – and your business. Since… Read more

Strong brands provide marketing impact at a reduced cost

CBC hosted an online Dragon’s Den event in 2011 in which thousands contributed to a poll about… Read more