The good people at Segwick Rd. think so. And they're doing everything they can to support it. Watch the story, here. Best line from a featured ad: "Tisn't the season to be frugal." Thanks to AdFreak for the link.
Seriously, is Christmas a brand?
It certainly fits under some definitions. Tom Asaker, author of A Clear Eye for Branding, says "A brand is an expectation of someone or something delivering a certain feeling by way of an experience." And Steve Hardy, the Creative Generalist calls a brand, "the total perceived attributes of something to someone who, in some way, interacts with it."
One thing is for sure, there are plenty of expectations around Christmas. And plenty of experiences. Plus, most of us feel differently about the Christmas season than say, the third week in June. Do these perceived attributes add up to a brand?
Christmas doesn't have a brand manager. No one owns the copyright. And while there is certainly a lot of commerce around Christmas, no one collects a royalty or commission on the overall sales. Rather it is "managed" by a community of consumers, churches, organizations, businesses, and detractors who choose to celebrate the holiday in hundreds of different ways. Each of us experiences Christmas in a somewhat unique and personal way. So is Christmas a brand?
What about Jazz (or Country or Opera)? What about Islam (or Christianity or Hinduism)? What about the Caribbean (or Asia or Africa)? Each is a collection of expectations, experiences, and perceptions of anyone who interacts with them. Are these brands or some kind of collective ideal/constructs?
I'm not sure what the answer is, but I lean toward calling them brands (maybe something along the lines of comuno-brands or collective-brands). Given the ongoing talk about brand managers losing control of their brands to consumers, debate about whether organizations ever owned their brands in the first place, and discussion about the wisdom of crowds, some poorly managed brands might be better off being managed like Christmas, by a community of interested consumers and other stake holders, without top-down brand management.
It's working rather well for Christmas. Your thoughts?