Quietbook has a mock re-branding Santa guide up. It is a “refresh.” Refresh. The word triggered a flashback to corpspeak where irony goes to die. I scanned the rest of the page. “*Santa* is a Concept, not an idea. It’s an Emotion, not a feeling. It’s both Yesterday and Today. And it’s Tomorrow as well.” Ah yes. They get it. The Santa Brand book is a great example of the way branders operate. I dove into those ideas in my paper From Trademarks to Brands. These folks take you on a similar but funnier journey. Good times and a belated but truly meant Merry Christmas and Happy Holidays to all.