Christmas is one of the ultimate collective brands.
No-one actually owns the brand but many organizations benefit from the myriad of common rituals, expectations and actions that accompany Christmas each year.
Regardless of their individual markets’ demographics, Christmas gives organizations a common framework for seasonal positioning of their brands and crafting of brand messages, as well as an expectation that audiences will be more receptive and responsive.
In a symbiotic relationship, individual brands help contribute to the overall brand of Christmas and then benefit from the association and adherence to this brand.
Sure brands will try to differentiate themselves, but first they must ensure points of parity with Christmas and all it stands for.