One scenario would almost certainly be "owning" an event that touches the lives of billions of consumers.
Why, for example, is Santa Claus almost universally depicted in a suit of red, trimmed with white fur? Because, in 1931, that is how artist Haddon Sundblom illustrated him for Coca-Cola’s magazine ads.
Up to that point, Santa’s demeanour, shape and costume had varied as much as the different Christmas traditions across the Old World. But thanks to decades of consistent advertising, Coca-Cola changed the world’s perception of St Nick and people’s imagery of what Americans call "Holiday".
In this country, the season of bonfires, Guy Fawkes and Hallowe’en is also becoming big business. Everyone from chocolate manufacturers to costume makers have jumped on the autumnal bandwagon.
In the beer market, though, one brand stands out: Wychwood Brewery’s Hobgoblin, the "deliciously dark" ale, which is now the second most-popular premium bottled ale in the UK.
The beautifully mischievous Hobgoblin character predates the Hallowe’en strategy, but suits it perfectly. After all, as the nights draw in, what better comfort in a cosy pub than a draft of real ale? Even lager lads might be tempted to give their taste buds something to think about.
I caught the campaign in the weekend papers. And it will be interesting to see how the strategy is developed beyond the press ads to other media, particularly in the digital space. Cheers!
Simon S Kershaw is a creative consultant and a former creative director at Craik Jones