He is grotesquely overweight. He is childless. He lives in the chilly and undesirable North Pole. He insists on dressing in a bright-red jumpsuit with fur trimmings. He can only ever find employment on one day a year, and, even then, it is night work. On every accepted level, Santa Claus is a total loser. Yet this is a man who heads up a brand that commands 98 percent global recognition. Furthermore, he is universally adored. How does he do it?