BOOK SYNOPSIS

Santa for years had operated under a mission to bring joy to children around the world by giving kids toys that they requested. But as an 'idea' guy, Santa started to lose focus and began offering gifts to adults – like men's ties and women's scarves. At the start of our story, Santa insists on starting a new line of products for women - perfumes. When the company begins production, the Workshop's productivity and employee satisfaction plummet, threatening the livelihood of the Workshop.

To turn around the Workshop, Santa and the executives enlist the help of Amanda, a strategist who teaches them about essential marketing principles like branding, target marketing, and research. The first thing they do as part of their turnaround project is to speak to kids and their parents to understand how they feel about Santa Claus and the toys they receive from him. But while conducting research, things go from bad to worse at the North Pole, and the elves, fearful of layoffs, began to quarrel.

Gathered around the old oak table in Santa's Boardroom, the executive team, led by Amanda, discusses the insights collected from the kids around the world. After convincing the team that they need to refocus their brand on their target audience of children, Amanda introduces them to the brand blueprint, a model that helps articulate a brand's promise to their consumers. The executives tackle each successive component of the brand blueprint and eventually craft an inspiring and differentiating brand positioning for Santa Claus.

To learn about the principals of branding and how Santa Claus builds one of the most beloved brands in the world, purchase the book here.