By k | December 22, 2011 - 6:00 am - Posted in Marketing

I was watching TV commercials today
and I was dismayed.
I saw an ad for JCPenney asking
“Who’s your Santa?”

No. No. No.
There is only one Santa.

Any good food scientist
can tell you the Coke secret formula.
My 11 year old niece
knows how they get the caramel
in the Cadbury Caramilk Bar.
My highly educated readers
know my characters aren’t real.

But we choose to believe.
We suspend belief and rational thought
to believe in magic.


If there are secret soft drink formulas
and Keebler Elves baking cookies,
than anything is possible,
isn’t it?

Great brands and great events
sell this hope and optimism.
They sell magic.
Disney doesn’t sell a day at the theme park.
They sell the possibility of seeing a ‘real’ fairy princess.

Protect the magic.
Santa is real.

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