Branding consultants Quietroom have introduced the Santa Brand Book, which offers useful advice on how to use this well-known brand to its best advantage. For instance:
Don’t use the over-familiar and paternalistic ‘Father Christmas,’ if only because it anagrams to ‘the rich Mr Fat-Ass’.
And you can’t have a proper brand book without a diagram, so:
Of course, all this gives me an opportunity to point you to Vent #177, from this date in 1999, a semi-satirical (I think) piece about antitrust action against Santa.