Diamonds Are No Longer Forever

The Diamond Producers Association recently released a new set of ads. “Real is Rare. Real is a Diamond” is a thoroughly emotional campaign at every level and leverages storytelling in both traditional and digital media.

This publication looks at why emotion-based advertising can be highly effective but must work within a strong and consistent brand framework. Some of the key takeaways are:

• Brands need to have a range of distinctive iconography or assets that are consistent, engaging and understood so that they reinforce the stories and emotional stimuli in advertising.
• Ensure that emotion-based advertising links the brand through association with the cues – needs, functions, situations, sounds, sights or smells – that are most relevant in the key moments.
• Effective use of emotion means having stories that are relevant to people’s motivations and goals, so that they associate the brand with the things that matter most to them.