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 ®©