Exclusive interview with Santa Claus: on branding & international success
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Earlier this month I wrote about my research into the brand strategy of Sinterklaas. This article received a lot of nice reactions, and through the boundless ways of the internet it did not go unnoticed even at the North Pole. Shortly after Sinterklaas has left the country I receive a cold email from a Christmas elf who is involved in affiliate marketing. Whether I am interested in an exclusive interview with Santa Claus. Yes duh! An introduction via Feest-Time is quickly arranged.
We chat for a while about caring for reindeer inflation
n wrapping paper and how anyone living outside the Arctic Circle has no idea what real December hustle and bustle is like.
Santa looks relaxed, has his affairs under control. We have agreed that I will not ask questions about his private life and will focus exclusively on his business success.
Let’s go.
Interview with Santa Claus.
The coolest video call of the year.
Let’s start with the basics: how did the ‘Santa Claus’ brand actually come into being?
“Good question. Many people think that I was born at the paraguay email list 230751 contact leads headquarters of Coca-Cola, but nothing could be further from the truth. I have been around for much longer. In my early years (early 19th century, ed.) I was an assistant Santa Claus. Same outfit, same mission. My roots are in the Netherlands. I am a corruption of the good saint. Don’t you learn that in school?
Where Santa lacks ambition I am someone who thinks big
For international success, I therefore traveled with Dutch online marketing: a look back & trends for 2024 colonists to America. I am the embodiment of the American Dream. Upon arrival, I immediately changed my name from Sinterklaas to Santa Claus. That sounds better in English.
At that time, there was no photography, so I had to have a alb directory portrait drawn in every city. Often there were big bunglers at the drawing table. That resulted in a lot of inconsistency in the image! Difficult to create a strong brand with that.”
How did you manage to become the iconic figure that you are today?
“I remember it well. In 1881, I met the cartoonist Thomas Nast during a night out. Cool guy, with a moustache just like mine. After a few rounds, he offered to draw me properly once and for all, for his magazine Harper’s Weekly. That turned out great.