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Date Created: 12/18/15
Santa 1AD 2010 BrandBoook *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 theSimplicityofcomplexitiveness.Itbegins 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.PARTLYliterally and TOTALLYmetaphorically. 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 – theN 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:TAcan 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 indeceit, which is emulsﬁ ied in tricks. Tricks are quasi-authenticated throughillusion, and further end-gamed via magic. Enveloping this magicis the belief of our customers. The sack then hangs within a metaspace ofgullibility. 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 *Santa*’s space? Max 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 reputational space Anne Widdecombe Henry VIII – monitor him (beardiness) fused with Extent Michael Moore of Fat (fatiness). 1976 Brian Blessed This schematic geographilises us and our key competitors on the fatiness/beardiness spectrum. Elvis Grizzly Adams Che Guevera 1956 W G Grace Postman Pat Noel Edmonds Kevin Costner Erol Flynn Robin Hood ZZ top Fatiness 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 Red nose Laughing Tthe stationy 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 jolicatory. *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 Be speciﬁc – what tells me that the X-Box you Due to an oversight by one of words exactly happened? asked for isn’t on the sleigh. our contractors, your request for [insert name of item] has Good, this is Talkfromcustomer’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 customer’sconcern Use brand message instead Love Ho ho ho Santa Santa Claus®™ Good - reinforcing 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. What our customers say about us Always check − twice. “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 Did You Know: Customers’ belief in *Santa* correlates directly to their *Santa* is the industry chronological status.This graph places our brand against key competitors in the belief vortex. standard for child-centric gift-delivery solutions? Customer Santa retention God opportunity Socialism 100% Spiritual crisis Ethical crisis Mid-life crisis Level of belief 00 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 s by letter Use the Santa e Use the Brand lms Santa ﬁ Brand seasonal Use the ag Santa Use the Brand Santa Brand school fair/party y Use the Santa Brand Use the Santa Brand impromptu Dec 24 sighting Use the Santa Use the Always Brand Santa use the Brand brand Have a really great Christmas and a fantastic 2011 014 Santa Brand Book Chief Operating Elf Chief Knowledge Elf BehaviourS Elf Chief Top Sh Elf Express HerS Elf Mark Rhys Jane Simon Kate Chief Creative Elf Chief Wealth Elf Commercial Elf Deputy Learning Elf Inter National Elf Vince Jochem Andy Joe Anthony Do you know someone who should be jumping through these kind of brand hoops? Download a copy of the Santa Brand Book from our website and email it to them. www.quietroom.co.uk