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Santa        1 2010
             AD
Brand Book




                      *Santa* is a Concept, not an idea. It’s an
                       Emotion, not a feeling. It’s both Yesterday
                       and Today. And it’s Tomorrow as well.
                      *Santa* winds infinite Possibilities around
                       finite Limitations to evoke the essence
                       of invention and the Odour of Nostalgia.
                       It has the complexity of Simpleness and
                       the Simplicity of complexitiveness. It begins
                       with the Hiss of Power and ends with the
                       Ah of Surprise. *Santa* is.
                      *Santa*, Santa Claus and the pot-bellied logo are registered trademarks
                       of santaclaus global enterprises incorporated ®©
This page has been left blank for your imagination
Santa                   001
Brand Book
                                               How to live the brand
                                               Meet it
                                               Greet it
                                               Eat it




 Distribution of this Brand Book is strictly
 controlled and limited to authorised
*Santa* franchisees and partners.
 Our lawyers know where you live.
Our brand journey

                                                                         002                   Santa
                                                                                               Brand Book
Our brand journey is the Key that unlocks our History, and the Bolt
that secures our Future Understanding of where we are going and
what we will do when we arrive at that place that we’ve gone to.

 We began our brand sleigh-ride with an Imagination Shower
 Away-day Team Event in Stornaway. There, we looked at what
*Santa* might be if it weren’t a fat man in a red suit. We projected
 that if *Santa* were a bird, it would be a stork. If it were a river,
 it would be the Danube. If it were a biscuit, it would be a Hobnob.
 If it were a holiday, it would be Easter.

The key learning from this was that *Santa* IS brand. PARTLY literally
and TOTALLY metaphorically.




                                                                          Did you know:
                                                                         *Santa* is striving to become a carbon-
                                                                          neutral corporation by 2056?
Why *Santa*?

Santa        003
Brand Book
                   * – the introductory asterisk reminds customers of a snowflake
                   alighting on the eyelash of a fawn.

                   SAN – the first three letters represent South and North. We are
                   headquartered in the North, but our reach is global.

                   N – the N also symbolises nitrogen, the most abundant atmospheric
                   element, calling to mind the abundance of gifts we distribute.

                   TA – the final two letters are the (abbreviated) thanks of the world’s
                   children. Note: TA can also stand for Territorial Army.
                   This should not be referenced in our communications.

                   * – the terminating asterisk points customers to the polar star, and
                   hence the birth of dreams.

                   ‘Santa’ backwards is atnas, which is Lithuanian for chimney.
Our brand promise

                     004                    Santa
                                            Brand Book
X   excellence
M   measurability
A   accountability
S   snow




                     The letters x, m, a and s in both case
                     forms are the intellectual property
                     of santaclaus global enterprises
                     incorporated ©®. Permission must
                     be sought for their use in any media,
                     and it is never given.
Our brand essence

Santa                 005
Brand Book
                                           Our brand essence is the very essence of our brand. A brand is
                                           like a sack on a sleigh of belief. At the emotional heart of our brand
                                           sack is profit. Profit is foundationed in deceit, which is emulsified
                                           in tricks. Tricks are quasi-authenticated through illusion, and further
                                           end-gamed via magic. Enveloping this magic is the belief of our
                                           customers. The sack then hangs within a metaspace of gullibility.
 What our customers say about us
“Thank you for your assistance with what
 turned out to be a splendid Christmas
 this year. Some of the presents
 I got were extremely satisfactory.”
 Freddy Haycock, age 7, Caerphilly




                                             profit


                                             deceit
                                              tricks
                                           illusion
                                             magic
                                              belief
                                                                                                       gullibility
Our brand assets

                                                                                         006                    Santa
                                                                                                                Brand Book
Who else is occupying




                                     Max
*Santa*’s space?
                                                            The Fat Controller                                     Santa
The greatest assets of any brand                                                                              Hagrid
are its brand assets. Our critical                                                                            Entering our
asset duopoly is Volume of Beard                  Anne Widdecombe                              Henry VIII     reputational space
(beardiness) fused with Extent                                               Michael Moore
                                                                                                              – monitor him
of Fat (fatiness).
                                                    1976                                           Brian Blessed
This schematic geographilises
us and our key competitors on
the fatiness/beardiness spectrum.
                                                   Elvis
                                                                                          Grizzly Adams


                                                                                 Che Guevera                W G Grace
                                                    1956


                                                           Postman Pat                         Noel Edmonds

                                                                         Kevin Costner           Erol Flynn
                                     Fatiness




                                                                                                                    ZZ top
                                                                            Robin Hood

                                                Kylie

                                                Beardiness                                                         Max
Our brand assets

Santa              007
Brand Book
                                          Mandatory Venn diagrams


                  Magic                                                                    Reliable


        Tommy                Moses                                                  The                 Alex
        Cooper                                                                    A-Team              Ferguson

                 *Santa*                                                                   Rudolph

  Jollyness         The         Justice                                       Outcast   That tramp by    Red nose
                 Laughing                                                                the station
                 Policeman                                Ho


                                                 Ho Ho           Ho Ho


                                                     Ho Ho Ho

                                            Ho                           Ho
                                                         Ho Ho
Our brand language

                                                                          008   Santa
                                                                                Brand Book
1. Use approved vocabulary
The words we use must always be convivial, festivious and jollificatory.

                       *Santa* is *Santa* is not
                 Fond of children A bit creepy
                      Generous A complete mug
                  Round and jolly Morbidly obese
                      Red faced Half cut

2. Avoid familiarity
Don’t use the over-familiar and paternalistic ‘Father Christmas’.
If only because it anagrams to ‘the rich Mr Fat-Ass’.

 3. Use this year’s legend
 Following our original ‘Chimneyz Meanz Giftz’ and the popular
‘I Bet He Drinks Sherry’, our slogan for all channels going forward
 is ‘Never Knowingly Undersnowed’.
Our brand language

Santa                  009
Brand Book
                                          4. Always communicate on-brand
                                          Deploy brand language to build the *Santa*:Customer relationship.
                                          This real-life example shows simple mistakes, and how to correct them.




Don’t be over-         Dear Andy                             Dear cust ref:
familiar                                                                                       This is more
                                                             48f56kc7856//b                    professional

Don’t use jargon       I’m really sorry, but Rudolph
                                                                                               Good, everyday
                       tells me that the X-Box you           Due to an oversight by one of     words
Be specific – what
exactly happened?      asked for isn’t on the sleigh.        our contractors, your request
                                                             for [insert name of item] has     Good, this is
Talk from customer’s                                                                           more specific
perspective            I hope you enjoy this                 been mis-sleighed. Please
                                                                                               Clear instruction
                       skateboard that I’ve chosen           find below tree/at end of bed      for customer
Talk about the
customer, not us       for you instead.                      a present to similar value.
                                                                                               Good – reflects
Use brand                                                                                      customer’s concern
message instead        Love                                  Ho ho ho
                                                                                               Good - reinforcing
                       Santa                                 Santa Claus®™                     brand here
Our brand imagery

                                                                        010   Santa
                                                                              Brand Book
Colour
Our primary brand colour is red. White is our secondary brand colour.
There is no tertiary colour.

We chose red because it connects to blood, which signifies family,
and communism, which alludes to sharing.


Pantone reference chart—                             Our font is—

                                                     santa serif and
                                                     santa serif bold.

                             Red 032C
Too naïve     Too ironic    Believable




                             White 000C
Too deep      Too crisp     Even
Our brand imagery

Santa                  011
Brand Book
                                             Correct use of iconography
                                             There are very strict guidleines for imagery orientation.
                                             Always check − twice.
 What our customers say about us
“I have always been satisfied by the
 consistently high level of seasonal magic
 you have demonstrated. Many Thanks.”
 Olivia Johnson, age 5, Leicester.




  1                           2                        3                                            4
Curve of credulity

                                                                                                     012                    Santa
                                                                                                                            Brand Book
Customers’ belief in *Santa* correlates directly to their                                             Did You Know:
chronological status. This graph places our brand against                                            *Santa* is the industry
                                                                                                      standard for child-centric
key competitors in the belief vortex.                                                                 gift-delivery solutions?




                                       Customer                                          Santa
                                       retention                                         God
                                       opportunity                                       Socialism
                  100%




                                               Spiritual crisis
Level of belief




                                          Ethical crisis

                                                                  Mid-life crisis
                  0%




                         0   10   20      30      40       50      60      70       80   90    100

                                                 Age of customer
Brand decision tree

  Santa                           013
  Brand Book


                                     ?                                                         We operate in a crowded market place. So it’s crucial to build the
                                                                                               customer relationship at every touch point. Always ask yourelf,
                                                                                               at all times, should I use the Santa Brand?


                                     How am I touching the customer
                                                                  e-
                                   r
                               te


                                                                      ch
                              et



                                                                       an
                            l
                         by




                                                                           ne
                Use the



                                                                            ls
                 Santa                                                           Use the
                                s
                                                                  in
                 Brand                                                            Santa
                              m


                                                                      -s
                              fil



                                                                       to         Brand
                          al




                                                                           re
                         on




                                                                            fra
                     as




                                                                                nc
                    se




                                                                                  hi
           Use the
                                                                                     se
                                                                      gu
                                y




            Santa
                               rt




                                                                                          Use the
                                                                       es
                             pa




            Brand                                                                          Santa
                                                                           tb
                          ir/




                                                                                           Brand
                         fa




                                                                            ra
                                                                                nd
                     ol
                    ho




                                                                                  in
                sc




                                                                                     TV
                                                                  cu
                                g




          Use the
                                                                                        ad
                              t in


                                                                      st




           Santa
                          gh




                                                                       om




           Brand                                                                               Use the
                         si




                                                                                                Santa
                                                                            er
                     24




                                                                                                Brand
                                                                                sa
                    ec




                                                                                 t is
                D




                                                                                     fa
               u




                                                                                        ct
               pt




                                                                                          io
          om




                                                                                           n
                                                                                               su
          pr
     im




                                                                                                rv
                                                                                                  ey




Use the
 Santa
 Brand
                                Always                                                              Use the
                                                                                                     Santa
                                use the                                                              Brand
                                 brand
Have a really great Christmas
and a fantastic 2011
                                014   Santa
                                      Brand Book

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Santa Claus Brand Book

  • 1. Santa 1 2010 AD Brand Book *Santa* is a Concept, not an idea. It’s an Emotion, not a feeling. It’s both Yesterday and Today. And it’s Tomorrow as well. *Santa* winds infinite Possibilities around finite Limitations to evoke the essence of invention and the Odour of Nostalgia. It has the complexity of Simpleness and the Simplicity of complexitiveness. It begins with the Hiss of Power and ends with the Ah of Surprise. *Santa* is. *Santa*, Santa Claus and the pot-bellied logo are registered trademarks of santaclaus global enterprises incorporated ®©
  • 2. This page has been left blank for your imagination
  • 3. Santa 001 Brand Book How to live the brand Meet it Greet it Eat it Distribution of this Brand Book is strictly controlled and limited to authorised *Santa* franchisees and partners. Our lawyers know where you live.
  • 4. Our brand journey 002 Santa Brand Book Our brand journey is the Key that unlocks our History, and the Bolt that secures our Future Understanding of where we are going and what we will do when we arrive at that place that we’ve gone to. We began our brand sleigh-ride with an Imagination Shower Away-day Team Event in Stornaway. There, we looked at what *Santa* might be if it weren’t a fat man in a red suit. We projected that if *Santa* were a bird, it would be a stork. If it were a river, it would be the Danube. If it were a biscuit, it would be a Hobnob. If it were a holiday, it would be Easter. The key learning from this was that *Santa* IS brand. PARTLY literally and TOTALLY metaphorically. Did you know: *Santa* is striving to become a carbon- neutral corporation by 2056?
  • 5. Why *Santa*? Santa 003 Brand Book * – the introductory asterisk reminds customers of a snowflake alighting on the eyelash of a fawn. SAN – the first three letters represent South and North. We are headquartered in the North, but our reach is global. N – the N also symbolises nitrogen, the most abundant atmospheric element, calling to mind the abundance of gifts we distribute. TA – the final two letters are the (abbreviated) thanks of the world’s children. Note: TA can also stand for Territorial Army. This should not be referenced in our communications. * – the terminating asterisk points customers to the polar star, and hence the birth of dreams. ‘Santa’ backwards is atnas, which is Lithuanian for chimney.
  • 6. Our brand promise 004 Santa Brand Book X excellence M measurability A accountability S snow The letters x, m, a and s in both case forms are the intellectual property of santaclaus global enterprises incorporated ©®. Permission must be sought for their use in any media, and it is never given.
  • 7. Our brand essence Santa 005 Brand Book Our brand essence is the very essence of our brand. A brand is like a sack on a sleigh of belief. At the emotional heart of our brand sack is profit. Profit is foundationed in deceit, which is emulsified in tricks. Tricks are quasi-authenticated through illusion, and further end-gamed via magic. Enveloping this magic is the belief of our customers. The sack then hangs within a metaspace of gullibility. What our customers say about us “Thank you for your assistance with what turned out to be a splendid Christmas this year. Some of the presents I got were extremely satisfactory.” Freddy Haycock, age 7, Caerphilly profit deceit tricks illusion magic belief gullibility
  • 8. Our brand assets 006 Santa Brand Book Who else is occupying Max *Santa*’s space? The Fat Controller Santa The greatest assets of any brand Hagrid are its brand assets. Our critical Entering our asset duopoly is Volume of Beard Anne Widdecombe Henry VIII reputational space (beardiness) fused with Extent Michael Moore – monitor him of Fat (fatiness). 1976 Brian Blessed This schematic geographilises us and our key competitors on the fatiness/beardiness spectrum. Elvis Grizzly Adams Che Guevera W G Grace 1956 Postman Pat Noel Edmonds Kevin Costner Erol Flynn Fatiness ZZ top Robin Hood Kylie Beardiness Max
  • 9. Our brand assets Santa 007 Brand Book Mandatory Venn diagrams Magic Reliable Tommy Moses The Alex Cooper A-Team Ferguson *Santa* Rudolph Jollyness The Justice Outcast That tramp by Red nose Laughing the station Policeman Ho Ho Ho Ho Ho Ho Ho Ho Ho Ho Ho Ho
  • 10. Our brand language 008 Santa Brand Book 1. Use approved vocabulary The words we use must always be convivial, festivious and jollificatory. *Santa* is *Santa* is not Fond of children A bit creepy Generous A complete mug Round and jolly Morbidly obese Red faced Half cut 2. Avoid familiarity Don’t use the over-familiar and paternalistic ‘Father Christmas’. If only because it anagrams to ‘the rich Mr Fat-Ass’. 3. Use this year’s legend Following our original ‘Chimneyz Meanz Giftz’ and the popular ‘I Bet He Drinks Sherry’, our slogan for all channels going forward is ‘Never Knowingly Undersnowed’.
  • 11. Our brand language Santa 009 Brand Book 4. Always communicate on-brand Deploy brand language to build the *Santa*:Customer relationship. This real-life example shows simple mistakes, and how to correct them. Don’t be over- Dear Andy Dear cust ref: familiar This is more 48f56kc7856//b professional Don’t use jargon I’m really sorry, but Rudolph Good, everyday tells me that the X-Box you Due to an oversight by one of words Be specific – what exactly happened? asked for isn’t on the sleigh. our contractors, your request for [insert name of item] has Good, this is Talk from customer’s more specific perspective I hope you enjoy this been mis-sleighed. Please Clear instruction skateboard that I’ve chosen find below tree/at end of bed for customer Talk about the customer, not us for you instead. a present to similar value. Good – reflects Use brand customer’s concern message instead Love Ho ho ho Good - reinforcing Santa Santa Claus®™ brand here
  • 12. Our brand imagery 010 Santa Brand Book Colour Our primary brand colour is red. White is our secondary brand colour. There is no tertiary colour. We chose red because it connects to blood, which signifies family, and communism, which alludes to sharing. Pantone reference chart— Our font is— santa serif and santa serif bold. Red 032C Too naïve Too ironic Believable White 000C Too deep Too crisp Even
  • 13. Our brand imagery Santa 011 Brand Book Correct use of iconography There are very strict guidleines for imagery orientation. Always check − twice. What our customers say about us “I have always been satisfied by the consistently high level of seasonal magic you have demonstrated. Many Thanks.” Olivia Johnson, age 5, Leicester. 1 2 3 4
  • 14. Curve of credulity 012 Santa Brand Book Customers’ belief in *Santa* correlates directly to their Did You Know: chronological status. This graph places our brand against *Santa* is the industry standard for child-centric key competitors in the belief vortex. gift-delivery solutions? Customer Santa retention God opportunity Socialism 100% Spiritual crisis Level of belief Ethical crisis Mid-life crisis 0% 0 10 20 30 40 50 60 70 80 90 100 Age of customer
  • 15. Brand decision tree Santa 013 Brand Book ? We operate in a crowded market place. So it’s crucial to build the customer relationship at every touch point. Always ask yourelf, at all times, should I use the Santa Brand? How am I touching the customer e- r te ch et an l by ne Use the ls Santa Use the s in Brand Santa m -s fil to Brand al re on fra as nc se hi Use the se gu y Santa rt Use the es pa Brand Santa tb ir/ Brand fa ra nd ol ho in sc TV cu g Use the ad t in st Santa gh om Brand Use the si Santa er 24 Brand sa ec t is D fa u ct pt io om n su pr im rv ey Use the Santa Brand Always Use the Santa use the Brand brand
  • 16. Have a really great Christmas and a fantastic 2011 014 Santa Brand Book