Experience design Xmas special

Unknown or unrecognised in the brand world, Apple, Amazon, Google, Samsung and the like, all learned their trade at the feet of one man. A man whose brand measures are off the chart, even in those segments that deny his existence. Last month, I had the privilege of being on an ‘experience design’ discussion panel with this man, where he proved to be the Colossus I expected. This was the king of brands, Santa Claus.

The quotes are Santa verbatim, the summary headlines, mine.

Be famous for something
“So,” he began with a broad smile in response to the first, flattering remark about how wonderful he was and how his delivery service made Amazon and Argos look like beginners. “None of us can do everything well or put equal priority on everything. We must make choices.

“And we can wrap these choices in fancy words such as ‘the strategic optimisation of experiential focus’, or we can ‘TM’ them if we like and call them Selective Excellence or Power Apps,” he said, making chubby finger air quotes, “but at some point, we all ought to decide what we want to be famous for.

 “Very early on I defined my activities based on five simple pillars: that I would focus on a niche segment, that I was in the business of ‘joy’, that I would lead the market in delivery performance, that I would create a ritual experience and that my occasion would be Christmas, not celebrations, not special days, not Easter or New Year, just Christmas. And I have not diluted my brand with line extensions or new occasions since then. But more than that, unequivocally my colour is red, my strapline is ‘Ho Ho Ho,’ my sound signature is ‘laughter’ and everyone gets it.

“Guys, give yourselves a Christmas present and decide what you want to be famous for.”

Feature 2

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Feature 3

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