But time goes by, and new professionals come all the time. So in this case, suddenly a man named Stephen Lussier (Stephen Lussier) appeared as the chief executive officer of De Beers. Recently, it was reported that Mr. Loussier was going to re-launch one of my most beloved branding and marketing campaigns for De Beers - "Brilliant is forever".
Although his intention is to give a new luster to his own Forevermark brand, the whole industry will benefit from this campaign.
The constantly recurring flow of negative information about diamonds, along with the numerous price declines observed from month to month, led to the fact that they moved from the category of undervalued to the category of discounted goods.
It can even be said that at present diamonds and jewelry are considered as discounted products with a short shelf life and prices for them are subject to further decline. How did we get into this crazy trap?
Our product is 10 times more reliable than any monetary instrument, including gold. Shares, bonds and cash certificates were badly affected and lost their luster. The restoration of their damaged cost is similar to the restoration of historic buildings; For this you need to work hard, but the end result will be great.
Stephen Lucier resurrects the public perception of diamonds, primarily targeting the third millennium generation that was born in the 1980s and 1990s. The idea of De Beers is correct in the sense that "The generation of the third millennium is driven by the same emotions and desires of love that gave birth to the slogan" Brilliant is forever "from previous generations." But they have a completely different view of values.
If it were possible, I would ask my friend Steven Loussier, whom I never met or talked with, could he give me a second and listen to what I want to say. It's not about returning the miracle, but about how he plans to do it.
The average adult American spends now more time watching on his mobile phone than watching TV. In fact, it is said that the average man of the third millennium in the US spends twice as much time on his mobile as he spends in front of the TV.
Simply put, the campaign should be based on the Internet, and not be conducted on TV, as it was done before. The problem is that it's actually harder to get a response from this generation than it was from their grandparents who watched and loved stars like Marilyn Monroe.
Therefore, Forevermark is not going to spend too much money on TV or print ads. Rather, it will focus on creating good online content, well suited for mobile devices. Currently, mobile phones are a modern connection to the outside world.
But the generation of the third millennium is not receptive to stories - they've already heard it all. They do not want any more stories. Rather, they need content that shows only facts. Do not even try to tell them about love, because with a huge competition online they will move on to the next topic without even stopping.
Instead, tell them the facts of life: diamonds will never be as cheap as they are today, and as a result of 30 years of inadequate attention, they are now sold for 20 percent of their true value. For clarity, at the time of Marilyn Monroe, the cost of the Chevrolet car was equal to the cost of a diamond engagement ring weighing 1 carat.
At present, the cost of an average passenger car has grown 10 times compared to the average price of a diamond. If you compare the cost of a diamond with a round cut diamond weighing 0.50 carats in 1955, when it cost about $ 200, then with the same stone today, the cost will be approximately $ 2,000. In nominal terms, an increase of 10 times is obtained. Housing, which was then worth about $ 2,000, today can be sold close to $ 500,000.
Diamonds are currently sold at a record low price compared to their real hidden cost.
In fact, over the years of inadequate attention, the prices of white diamonds have declined as much as their perceived value. Fortunately, history has shown that fantasy colored diamonds simply did not experience price reductions and did not face branding problems. Pink, blue and even yellow stones (which are now quite common) over the past 60 years not only saved the cost, but also increased in price. But do not take my words for granted, just look at the open auction houses and read about the precious stones, which from time to time at auctions are sold at record high prices.
Lusya should start the "Brilliant is forever" campaign from a clean slate in order to breathe new life into the legendary marketing campaign.
The positioning of diamonds as "Brilliant is forever" began in advertising since 1914, but it took 25 years until the campaign was carried out in the most successful manner. In 1999, the most prestigious advertising magazine Advertisement Age stated that "The Brilliant is Forever" is the most recognized and effective slogan of the 20th century. In 1938, young Harry Oppenheimer turned to Gerold M. Lauck, president of NW Ayer & Son, and they began using this legendary slogan. Then the average diamond engagement ring was sold for $ 80 for the current money. With the help of a powerful developed campaign, over the years, De Beers has significantly succeeded [in increasing] the price of the label. "
http://www.idexonline.com/Memo?Id=40945
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