Consumers around the world can tell you in a heartbeat what color fashions he wears (red and white). His catchphrases are simple to remember: "Ho, ho, ho." His service (delivery around the world, all in one night) rivals Nordstrom. You haven't guessed whom we're talking about? 'Tis the man of the season: Santa.

Santa's got branding -- that all-important marketing tool -- down, according to a tongue-in-cheek story in Forbes magazine. How does he do it? Let us count the ways (courtesy of Forbes):

• He builds positive brand loyalty by consistently delivering a brand promise. (He doesn't tell his customers that their request is on back order, he delivers.)

• He meets high-performance standards by maintaining a pool of happy elves. (He keeps current on human resources practices to retain top talent.)

• He knows his audience, through that all-important "naughty and nice list" as well as personal letters from his customers. (He practices a bit of niche marketing, too -- delivering only to the good little boys and girls.)

• He makes himself visible in the marketplace, not only by making personal appearances and teaming up with retailers, but with frequent appearances in movies and TV.

And, one of the most important branding tips from Santa? Service with a smile.

--Mary Ann Barton
mbarton@safnow.org

 

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