A fun concept. What Santa's brand guidelines would look like.
Design Is Not Art: It’s Decision Architecture
Why treating design as mere decoration stalls conversion, and how decision architecture cuts through buyer friction.
Santa’s Brand Book
Chris Wilson
December 17, 2010
Chris Wilson
As Vice President of Strategy at Publicis CRMOne and author of Fresh Peel, Chris examines why marketing strategies fail to produce expected growth. Over 20+ years, including 11 years at Oracle advising brands like Harley-Davidson, REI, and The North Face, he has helped executive teams diagnose post-purchase breakdowns. His work connects customer behavior, MarTech capabilities, and business economics to build systems that scale long-term customer value.
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The Strategic Merch Trap: Why Swag Fails and How to Fix It
Cheap promotional swag erodes premium positioning, while high-utility gear turns everyday merchandise into a powerful retention lever.
Storytelling Builds Audiences. Execution Builds Brands.
Why chasing storytelling without action dismantles trust, widening the gap between brand promise and customer experience.