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Above is a map of Santa-ish qualities featuring others who ‘occupy Santa’s Brand Space’. Apparently Hagrid and Henry VIII are close to Santa. This is because they score highly on the dual attributes of Fattiness and Beardiness. You’ll see that Paxman’s ‘beardiness’ has increased since 2012.

Here is a short list of the things you should and shouldn’t attribute to Santa:

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Here is the link to  the Santa Brandbook, with a lot of guff about the importance of ‘words’…

Happy Christmas, and if you see a half-cut, creepy, fat idiot, it isn’t Santa.


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As a psychologist, psychotherapist and research practitioner of 40 years, I've had the benefit of the experiences of more than 100,000 people around the world. They've talked about their daily lives, hopes, fears, ambitions and needs. These experiences have helped me to contribute to innovations from Beds in Business and the Fast Track for airlines to television drama and online communities. Specialties:Large groups, facilitation, application of psychological theories to commercial issues