There are some very powerful brands in this world of ours.  But I’d challenge anyone to find a mightier, more robust brand than Christmas.  It seems remarkable that the Disciples didn’t register the term back in the day; imagine the licensing and royalty income that could have resulted if they had had proper legal counsel.  The Church would never have to pass an offering plate again.

The Christmas brand is quite durable, having held up throughout the centuries.  Christmas, as a brand, of course has not been without its challenges.  Those who favor political correctness have sought to suppress use of the brand in the public arena over the years.  However, a 2009 Rasmussen study indicates that 72% of Americans prefer to be greeted by a store sign that reads “Merry Christmas”, while only 22% prefer a sign communicating “Happy Holidays”.  So perhaps Christmas has begun to turn the tide on its generic competition, as the shopping public now seems to prefer the real thing over the knockoff. 

But the crises that Christmas have overcome goes back into history as well.  Who can forget the threat of the Burgermeister Meisterburger against the toy industry, or the year that Rudolph pulled Santa’s butt out of the fire by illuminating his flightpath.  (If your knowledge of these incidents is lacking, perhaps a viewing of the history of the brand as chronicled by Rankin-Bass is in order for you this season.)

Of course, with any strong, pervasive brand, the threat of “brand fatigue” is certainly real.  Despite the fact that Christmas employs a pulse strategy, with strong play in Q4 each year, the reach and frequency of its message is extremely intense, causing even the most brand loyal among us to question their relationship with the brand at times.  Yet, despite the stress that Christmas often brings during seasonal preparations, its net promoter score normally rebounds on or about December 25, resulting in goodwill and peace on earth.

Despite all the hurdles, Christmas prospers.  Why? Along with plenty of opportunities for engagement by the target audience, Christmas has a well-defined core value.  It stands for something, as all strong brands do. It of course has had regrettable brand extensions and lamentable product tie-ins (The Star Wars Christmas Special?) hoisted upon it over the years.  But its brand vision remains both pure and relevant to its target audience today as it did centuries ago.