The final lesson is the experience. Like any good brand, the Christmas brand uses every opportunity to reach us, and turn the activity into an experience. There are four brand touch points that provide the opportunity to do this, and Christmas makes good use of each of them.
Communication: Often the first thing we come into contact with. Christmas has a wealth of imagery: Trees, stars, angels, Father Christmas - it's an impressive list. But it's not just visual, there's a wealth of sounds (music), smells (a real Christmas tree, mulled wine) and tastes (turkey, Christmas pudding, satsumas) that 'say' Christmas.
The 'product': If we say this is Christmas Day (there could be many other interpretations), it includes many powerful elements: waking up to a stocking on your bed, carols in church, Christmas dinner, opening presents.
People: There are two strong characters associated with the festival, one religious, one secular. For many Christmas is a celebration of the birth of Jesus. For others it's about a big man in a red suit. Either way, there is an individual at the heart of it.
Physical environment: Whether it's church, your home, or Santa's Grotto, the physical environment has a huge role to play in the 'experience' of Christmas.
So as you make your final preparations for Christmas, take a look at your business and your brand and ask yourself:
• Do we make the most of all the opportunities that exist to touch our customers?
If you're not happy with the answer, think about how you can change it in 2011.
We would be happy to help you.
Wishing you a Merry Christmas.
