There are plenty of good brands, smart business owners, and savvy marketers that are both risk-averse and successful. They follow trends, do their research, and identify good opportunities to capitalize on.
Then there are the trailblazers. The ones that identify trends before mainstream adoption, or heck, just create the trends themselves. The result? They're more than just successful. They redefine their industry -- sometimes even national or international discourse -- and of course, make a pretty penny from their foresight.
DeBeers
Believe it or not, diamonds were not always associated with love. In the late 30s expensive diamonds weren't popular in the United States -- not surprising, considering the economy. They were sold in Europe, but not as engagement rings. And when the United States did sell diamonds as engagement rings, they were smaller and of poor quality.
DeBeers decided to change all this. They launched an ad campaign designed to convince men that the size of a diamond in an engagement ring showed how much they loved their fiancé. They also showed movie stars wearing lavish, expensive diamonds in new movies, further convincing America that diamonds demonstrated love. Finally, in 1947, DeBeers coined the phrase, "A diamond is forever." The sale of diamonds in the United States increased by 55%.
To this date, the slogan "a diamond is forever" still lives on and is, at this point, just a part of popular culture. (Any James Bond fans out there?) DeBeers' campaign to convince America to associate diamonds with love and engagement also lives on, as we still see the emphasis on larger diamonds on engagement rings -- just the first step in an ever-burgeoning wedding industry. The campaign may have been decades ago, but DeBeers' impact is still seen in advertising for diamonds today, and the attitude toward diamonds today.
source : Hubspot blog
There are plenty of good brands, smart business owners, and savvy marketers that are both risk-averse and successful. They follow trends, do their research, and identify good opportunities to capitalize on.
Then there are the trailblazers. The ones that identify trends before mainstream adoption, or heck, just create the trends themselves. The result? They're more than just successful. They redefine their industry -- sometimes even national or international discourse -- and of course, make a pretty penny from their foresight.
DeBeers
Believe it or not, diamonds were not always associated with love. In the late 30s expensive diamonds weren't popular in the United States -- not surprising, considering the economy. They were sold in Europe, but not as engagement rings. And when the United States did sell diamonds as engagement rings, they were smaller and of poor quality.
DeBeers decided to change all this. They launched an ad campaign designed to convince men that the size of a diamond in an engagement ring showed how much they loved their fiancé. They also showed movie stars wearing lavish, expensive diamonds in new movies, further convincing America that diamonds demonstrated love. Finally, in 1947, DeBeers coined the phrase, "A diamond is forever." The sale of diamonds in the United States increased by 55%.
To this date, the slogan "a diamond is forever" still lives on and is, at this point, just a part of popular culture. (Any James Bond fans out there?) DeBeers' campaign to convince America to associate diamonds with love and engagement also lives on, as we still see the emphasis on larger diamonds on engagement rings -- just the first step in an ever-burgeoning wedding industry. The campaign may have been decades ago, but DeBeers' impact is still seen in advertising for diamonds today, and the attitude toward diamonds today.
Then there are the trailblazers. The ones that identify trends before mainstream adoption, or heck, just create the trends themselves. The result? They're more than just successful. They redefine their industry -- sometimes even national or international discourse -- and of course, make a pretty penny from their foresight.
DeBeers
Believe it or not, diamonds were not always associated with love. In the late 30s expensive diamonds weren't popular in the United States -- not surprising, considering the economy. They were sold in Europe, but not as engagement rings. And when the United States did sell diamonds as engagement rings, they were smaller and of poor quality.
DeBeers decided to change all this. They launched an ad campaign designed to convince men that the size of a diamond in an engagement ring showed how much they loved their fiancé. They also showed movie stars wearing lavish, expensive diamonds in new movies, further convincing America that diamonds demonstrated love. Finally, in 1947, DeBeers coined the phrase, "A diamond is forever." The sale of diamonds in the United States increased by 55%.
To this date, the slogan "a diamond is forever" still lives on and is, at this point, just a part of popular culture. (Any James Bond fans out there?) DeBeers' campaign to convince America to associate diamonds with love and engagement also lives on, as we still see the emphasis on larger diamonds on engagement rings -- just the first step in an ever-burgeoning wedding industry. The campaign may have been decades ago, but DeBeers' impact is still seen in advertising for diamonds today, and the attitude toward diamonds today.
source : Hubspot blog
2 comments:
Beautiful. Keep it up.
singapore brand marketing
Interesting story.
Thanks for sharing this!
social media marketing
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