Six secrets that made Halloween a global brand

The days are getting shorter, temperatures are dropping, and Halloween is here. It's an exceptional day when everyone can embrace their youthful spirit and get carried away by spookiness and terror. Horror and humor are always tricky to combine, but they seamlessly blend together on October 31st. And we are all invited!

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It may not seem obvious to consider Halloween as a brand. There is no company responsible for its organization, no management determining a short or long term strategy, and there are no plans to extend the brand. As far as we know, there won't be a "Halloween summer edition"any time soon.‍

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A distinct identity

Nevertheless, Halloween possesses all the characteristics of a successful brand. It has a unique and distinct identity, marked by iconic symbols like pumpkins, witches, black cats, and skeletons. The visual style with its dominant color palette of black and orange, as well as the typical fonts, makes Halloween instantly recognizable.

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Tradition and brand consistency

Halloween is known for its established traditions and rituals that are celebrated year after year. We carve up pumpkins, stock up on all sorts of candy, and design costumes – each year, even crazier than the last. Entire neighborhoods are "plundered" at night by child bandits in disguise with the words "trick or treat." Every year, we enjoy the same habits with just as much joy.

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Spooky tales

The narrative surrounding Halloween brings the event to life. It draws from a wide range of folklore, urban legends, and spooky stories. Consider the story behind the Jack 'O Lantern, or figures like Jack the Ripper and the monster of Frankenstein. The stories around Halloween are an essential part of its brand identity, similar to how good storytelling is vital for strong brands.

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A global brand for everyone

Halloween is celebrated all around the world and brings people together. The spooky festive atmosphere and sometimes eerie transformation of streets and buildings is a shared experience. It creates a sense of community. In many neighborhoods, the nightly candy hunt is one of the few times distant neighbors get to interact with each other. Halloween is for everyone, regardless of age, gender, belief, or culture. It strengthens our sense of connection.

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The spirit of Halloween

There's also a significant emotional aspect. Halloween taps into our desire for excitement and escapism. It invokes feelings of excitement, fear, and nostalgia. Children eagerly go door-to-door for candy, ringing doorbells quaking in their boots, while adults nervously put on daring outfits and look forward to the party. Halloween is about embracing our fears, testing our courage, and sharing in a collective spine-tingling thrill. It's about confronting the darkness and finding excitement in it.

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By the people, for the people

In a world where branding often follows strict guidelines and trends, Halloween defies the norm. It's a brand shaped by the people themselves. Without a strict brand book or a powerful brand management team, it finds its way into the world in an effective and familiar way. It thrives on simplicity and the power of age-old ideas: the allure of the unknown, the excitement of dressing up, and the magic of the supernatural.‍

On October 31st we embrace the mystique of Halloween and the eerie excitement that sweeps through the streets. It's not just another day on the calendar; it's a brand that we welcome with bated breath and open arms year after year.

Happy Halloween!

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