Diamonds are...

Can you guess?

Forever.

Diamonds are… Forever.

How is it that you read the subject line and were able to complete that tagline? I could have used a dozen other universally know ones, such as:

Just do _ _?

Bada Bapa ba, I’m _ _ _ _ _ _ it?

Think _ _ _ _ _ _ _ _ _?

Not many know this but in the 1940s, the diamond market was actually losing its luster.

And diamonds really aren’t that rare or hard to acquire. So how are we where we are today?

A lot of the credit goes to De Beers and N.W. Ayer, their advertising agency. They wanted to rekindle the world's love affair with diamonds, as well as their sales of them.

In 1947, Frances Gerety, a copywriter at N.W. Ayer, penned the slogan "Diamonds are Forever." that became a global mantra for eternal love and luxury.

Today you can’t even imagine an engagement without a diamond ring sparkling at its center.

Three Brilliant Marketing Lessons

1. Perception is Reality
Value isn’t just about rarity; it's about the perception of value. By associating diamonds with love, commitment, and durability, De Beers didn't just sell gemstones; they attached themselves to a much bigger story. You see this in SaaS routinely. We aren’t just a chatbot - we are part of a revenue engine.

2. Control the Supply, Control the Market
Controlling supply can be as crucial as promoting demand. By regulating diamond distribution, De Beers ensured that the market never got flooded. The lesson? Sometimes, holding back is the best way to move forward. You see this all the time when companies have invite only launches.

3. Consistency is Key
"Diamonds are Forever" isn’t just a slogan; it’s a masterclass in consistency. Used for over seven decades, it has helped keep diamonds in the spotlight across generations. The takeaway? Consistent messaging reinforces brand identity and sustains market dominance.

It may seem pie in the sky but there are lots of ways even early stage companies can learn from these classic ads and apply the core principles to their own approach to marketing.

Thanks for reading!

Adam