The first lesson is that the Christmas brand, like every other brand, exists in the minds of each of us. It's personal. Although we're all exposed to the same messages, we each interpret them in our own way, giving Christmas a different meaning for each of us. None are right, none are wrong. But for each of us, our interpretation is Christmas.
The second lesson is emotion. Christmas is an emotional occasion for most people. Whether it's a rare opportunity to get together with friends and family, watching your children in nativity plays, thinking of those who aren't around to share the celebration with us, or just reflecting on everything that has happened over the past 12 months - Christmas is full of emotion. And that's why for so many people it means so much. It's not about a present or a tree or a turkey. They're just the physical manifestations of Christmas. It's about the emotions they represent, the emotions behind the visual icons.
So as you make your final preparations for Christmas, take a look at your business and your brand and ask yourself:
• What do we mean to our customers? What do they think about us?
• Do our customers have an emotional connection to us?
If you're not happy with the answers, think about how you can change them in 2011.
We would be happy to help you.
Wishing you a Merry Christmas!
