Posted on December 17, 2007 by Ed Roach

1) Lead found in the toys manufactured in far east plant. This has been quite a challenging year for his Chinese elves. How they correct this issue will speak volumes to brand values.

2) Are they Santa’s elves or Santa’s little people? For a time, contact with political correctness almost side-lined our industrious little friends. But the cache associated with their centuries of tireless service to children won out over the PC zealots.

3) Remember the annoying complainers worrying about the safety of the reindeers having to land on slippery snowy rooftops in the wee hours of the morning? If only they had remembered that they are magic, so if they can fly, they can navigate icy shingles.

4) Have you heard that Santa’s weight is setting a bad example for North America’s obese children? Can you imagine a buff Santa? I think if Santa has been around for hundreds of years, this speaks well of his staying power. Besides, part of the Santa brand is his own personal brand, and part of that is the icon that is his stature.

5) Some in this world think that Santa and company should start paying the elves living wages. What they forget of course is that the Santa service is free to all children. Santa’s elves get free room and board and they and their families are worshiped and envied by kids every where. I think that they would say that that is pay enough. I believe that this communal relationship is one the most endearing qualities of the Santa Brand.

6) Remember the year the Grinch tried to steal Christmas? That green menace tried his best to destroy the Santa Brand but goodness prevailed. It is a great testament that hard work and perserverance can overcome even the most determined adversary.

7) Some forget that Santa celebrates the “real meaning” of Christmas with his tireless tradition of delivering gifts to children, celebrating the efforts by the three kings on that joyous evening in a distant desert. The Santa Brand takes hits every year on this issue and due to unbending brand values – comes out the other side with nary a scratch.

Santa’s Toy Shop again is coming under scrutiny for toys exceeding sound levels that may harm young ears. They are quick to address these concerns by taking quick action to establish better production standards that do not add unnecessary risk to our young ones.

9) Imagine if your service was bombarded with cheap imitations, setting up shop in every local shopping center around the world. Could you still sustain a quality brand? It takes one heck of a powerful brand to withstand that.

10) This one is probably the greatest challenge to Santa – given that every little face can melt even the grimmest scrooge, he still maintains his brand values by sticking to his “naughty or nice” rule. Can you say the same about your brand values? Do you stand strong to even the biggest challenges? We all are rewarded when we earn our own Santa Brands. It should be on everybody’s Christmas Wish list.

Merry Christmas!

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About Ed: For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook

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