Habits are powerful, but occasions may be even more so. I think they engage us so effectively because they combine time and focus. And because of that, they provide permission – it’s OK to behave this way or that. It’s OK to do something you wouldn’t do on any ordinary day.
If you’re a smart brand, you’ll find a way to hook into that; to link what you’re about to what people are thinking about on specific occasions. You’ll give them a reason and a way to excel at the emotion of the moment.
On Valentine’s Day it seems appropriate to look at a brand that used the occasion of declaring love to forge one of the most powerful marketing campaigns of all time.
De Beers have turned a diamond into the embodiment of eternity with their sublime catch-phrase ‘A diamond is forever’. They’ve linked the optimism and romance of occasions like engagements and weddings with the promise to stay together ‘till death do us part’. They have encapsulated all that in a single symbol that is desirable, exceptional, immediately recognisable and intended to be presented on a specific occasion of peak emotion and worn from that moment on.
Then they charge the earth for it. Just to make it even more special.
Genius.
