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001SantaBrand BookHow to live the brandMeet itGreet itEat itDistribution of this Brand Book is strictlycontrolled and limited to authorised*Santa* franchisees and partners.Our lawyers know where you live.
SantaBrand Book002Our brand journeyOur brand journey is the Key that unlocks our History, and the Boltthat secures our Future Understanding of where we are going andwhat we will do when we arrive at that place that we’ve gone to.We began our brand sleigh-ride with an Imagination ShowerAway-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 projectedthat 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 literallyand TOTALLY metaphorically.Did you know:*Santa* is striving to become a carbon-neutral corporation by 2056?
SantaBrand Book003* – the introductory asterisk reminds customers of a snowflakealighting on the eyelash of a fawn.SAN – the first three letters represent South and North. We areheadquartered in the North, but our reach is global.N – the N also symbolises nitrogen, the most abundant atmosphericelement, calling to mind the abundance of gifts we distribute.TA – the final two letters are the (abbreviated) thanks of the world’schildren. 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, andhence the birth of dreams.‘Santa’ backwards is atnas, which is Lithuanian for chimney.Why *Santa*?
SantaBrand Book005Our brand essence is the very essence of our brand. A brand islike a sack on a sleigh of belief. At the emotional heart of our brandsack is profit. Profit is foundationed in deceit, which is emulsifiedin tricks. Tricks are quasi-authenticated through illusion, and furtherend-gamed via magic. Enveloping this magic is the belief of ourcustomers. The sack then hangs within a metaspace of gullibility.Our brand essenceprofitdeceittricksillusionmagicbeliefgullibilityWhat our customers say about us“Thank you for your assistance with whatturned out to be a splendid Christmasthis year. Some of the presentsI got were extremely satisfactory.”Freddy Haycock, age 7, Caerphilly
SantaBrand Book006ElvisRobin HoodWho else is occupying*Santa*’s space?The greatest assets of any brandare its brand assets. Our criticalasset duopoly is Volume of Beard(beardiness) fused with Extentof Fat (fatiness).This schematic geographilisesus and our key competitors onthe fatiness/beardiness spectrum.Our brand assetsFatinessBeardinessThe Fat ControllerMaxMaxSantaHagridEntering ourreputational space– monitor himHenry VIIIAnne Widdecombe19761956Michael MooreBrian BlessedGrizzly AdamsW G GraceChe GueveraNoel EdmondsPostman PatKylieKevin Costner Erol FlynnZZ top
SantaBrand Book007Our brand assetsMosesTheLaughingPolicemanTommyCooperMagic*Santa*JusticeJollynessHoHo Ho Ho HoHo HoHo Ho HoHoHoAlexFergusonThat tramp bythe stationTheA-TeamReliableRudolphRed noseOutcastMandatory Venn diagrams
SantaBrand Book008Our brand language1. Use approved vocabularyThe words we use must always be convivial, festivious and jollificatory. *Santa* is not A bit creepy A complete mug Morbidly obese Half cut2. Avoid familiarityDon’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 legendFollowing our original ‘Chimneyz Meanz Giftz’ and the popular‘I Bet He Drinks Sherry’, our slogan for all channels going forwardis ‘Never Knowingly Undersnowed’.*Santa* isFond of childrenGenerousRound and jollyRed faced
SantaBrand Book0094. Always communicate on-brandDeploy brand language to build the *Santa*:Customer relationship.This real-life example shows simple mistakes, and how to correct them.Our brand languageDear cust ref:48f56kc7856//bDue to an oversight by one ofour contractors, your requestfor [insert name of item] hasbeen mis-sleighed. Pleasefind below tree/at end of beda present to similar value.Ho ho hoSanta Claus®™Dear AndyI’m really sorry, but Rudolphtells me that the X-Box youasked for isn’t on the sleigh.I hope you enjoy thisskateboard that I’ve chosenfor you instead.LoveSantaDon’t be over-familiar This is moreprofessionalGood, everydaywordsGood, this ismore specificClear instructionfor customerGood – reflectscustomer’sconcernGood - reinforcingbrand hereDon’t use jargonBe specific – whatexactly happened?Talk from customer’sperspectiveTalk about thecustomer, not usUse brandmessage instead
SantaBrand Book010Our brand imageryColourOur 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—Too naïveToo deepToo ironicToo crispBelievableEvenRed 032CWhite 000COur font is—santa serif andsanta serif bold.
SantaBrand Book011Our brand imageryCorrect use of iconographyThere are very strict guidleines for imagery orientation.Always check − twice.21 3 4What our customers say about us“I have always been satisfied by theconsistently high level of seasonal magicyou have demonstrated. Many Thanks.”Olivia Johnson, age 5, Leicester.
SantaBrand Book012Customers’ belief in *Santa* correlates directly to theirchronological status. This graph places our brand againstkey competitors in the belief vortex.Curve of credulityDid You Know:*Santa* is the industrystandard for child-centricgift-delivery solutions?Age of customerLevelofbeliefSantaGodSocialism00%100100%908070605040302010CustomerretentionopportunitySpiritual crisisMid-life crisisEthical crisis
013SantaBrand BookBrand decision treeWe operate in a crowded market place. So it’s crucial to build thecustomer relationship at every touch point. Always ask yourelf,at all times, should I use the Santa Brand?Alwaysuse thebrandbylettere-channelsseasonalfilmsin-storefranchiseschoolfair/partyguestbrandinTVadimpromptuDec24sightingcustomersatisfactionsurveyUse theSantaBrandUse theSantaBrandUse theSantaBrandUse theSantaBrandUse theSantaBrandUse theSantaBrandUse theSantaBrandUse theSantaBrand?HowamItouchingthecustomer
SantaBrand Book014Have a really great Christmasand a fantastic 2011Express HerS ElfKateChief Operating ElfMarkChief Creative ElfVinceChief Wealth ElfJochemChief Knowledge ElfRhysCommercial ElfAndyChief Top Sh ElfSimonBehaviourS ElfJaneInter National ElfAnthonyDeputy Learning ElfJoeDo you know someone who should bejumping through these kind of brand hoops?Download a copy of the Santa Brand Book from our websiteand email it to them.www.quietroom.co.uk