the diamond industry was worth in 2015
a stuff around 75 billion
dollars other interesting data is that
about 75 percent of the
financing proposals in the states
united concern a diamond when you go
with the ring there is a diamond in the middle
if not, they got you wrong and in general if
think about it for those of mine
generation 45 years or generation
precedents of diamonds represent e
they represented a symbol of
wealth a symbol of power a
symbol of celebrity a symbol of
relationships lovers are forever and
by saying
and the question that does not arise but as it has
made this industry here to convince us
whereas it is a stone that does not
it is rarer than other stones and per
it is only a stone that has a
greater value than the 3 piety
the only possible imaginable answer
it’s marketing marketing point all
begins at the end of the thirties
when the de beers that was the company
South Africa but number one in the world
monopolist of extraction and processing
and marketing of diamonds
begins to pose the problem of how
face to sell these stones that
no one is spinning and what a family
they do what any company does
they hire a communication agency
give birth to a strategy prepare the
their plan of attack and in particular
a young lady who was a copywriter
in the agency the name france crt
gives birth to the famous slogan diamonds are
forever the diamonds are forever
to propagate the slogan what they have
fact they first sold an idea
they did not sell a product or a brand
it’s an idea they had to change the
perception of the diamond as an object of
totally useless luxury in diamond
as a necessary value object therefore
with an important value that you bring
behind all life what they have
made in practice all the bike of one
communication campaign went to
do influencer marketing with those who
they were the famous people of the time i
idols of the films and it is no coincidence that if
let’s go back in time we find one
tide of star phrases about diamonds
when liz taylor told the great stars
they need large zag diamonds
aborro gabor
what a beautiful killer the times I do not have
never hated a man so much to want
give back the diamonds and so on
diamond enters the imaginary
collective in the films in the proposals
the more the diamond is bigger the more
your love is great that even one
paradox because I had seen one
research that basically said that more
the diamond that you give in is great
engagement phase is more likely
that divorces that makes sense because the races
the big diamond so what you owe
to forgive the beast but to part
these jokes continue in theirs
communication campaigns go on tour
educational in schools to talk
of the importance of relationships and then
process on the diamond and have done in
general a carpet campaign on
media giving all information to
example on which star he had what kind
of diamond all this cinema for
get to create models of
reference which I want to aspire to
be a happy successful person
in love all life must have the
my beautiful dia manthoné if I am a woman
you man gives apple tree because the times it
gave the man and then of course the
campaign has also moved on
women going further in time
result of the campaign the business
the industry in 40 years has gone from one
twenty million dollars to 2
billions only in the United States then
all is well all right until 2000 in
2000 began to turn the wind a little
we began to focus attention
on ethical issues no
of the diamond blood extraction
diamond leonardo bloodstained diamonds
of probable is the generation
also changed the generation of today’s
shaved is not a generation that has
the myth of the diamond or the legendary arrives
the diamond the industry this point
what does it started to adapt seen
a recent spot seems to me of the year
last where the campaign is no longer i
diamonds are forever because maybe
the new generations do not have the value
of the heritage that there was a time or del
financing
but there is a problem there if you do not
no diamond, and then
we need to change the value in this
case the campaign is called rial is here
something real of true of authentic
it is rare and one of these commercials and ad
example to a couple talking about
real problems that do not know if they will be
together or less they love each other but everything can
happen a life bla bla bla
there is this girl has a beautiful one
diamond
because they use the real word authentic
true because on the one hand the industry of the
diamonds of protecting oneself from new ones
start up but view one for example silicon
valley that produces these diamonds
synthetic investors mark
pincus what he founded zynga of
caprio I believe even if among the
real investors true compared to
synthetic first differentiation from
put people’s heads on
second communication objective e
to associate the diamond as one
linus cover in the digit casino
of this swirling world not
worry about your love
tuccio that his books are true p
here it is the diamond 10.0 a diamond
this time it is not forever
but it is true and real the truth is that it does not
we know that diamonds have nothing to
what to do with reality they have nothing
to do with values they have nothing
to deal with relationships with love
with passion 0 but as he said mark
twain is much easier to take in
around the people who get noticed
have been teased
a stuff around 75 billion
dollars other interesting data is that
about 75 percent of the
financing proposals in the states
united concern a diamond when you go
with the ring there is a diamond in the middle
if not, they got you wrong and in general if
think about it for those of mine
generation 45 years or generation
precedents of diamonds represent e
they represented a symbol of
wealth a symbol of power a
symbol of celebrity a symbol of
relationships lovers are forever and
by saying
and the question that does not arise but as it has
made this industry here to convince us
whereas it is a stone that does not
it is rarer than other stones and per
it is only a stone that has a
greater value than the 3 piety
the only possible imaginable answer
it’s marketing marketing point all
begins at the end of the thirties
when the de beers that was the company
South Africa but number one in the world
monopolist of extraction and processing
and marketing of diamonds
begins to pose the problem of how
face to sell these stones that
no one is spinning and what a family
they do what any company does
they hire a communication agency
give birth to a strategy prepare the
their plan of attack and in particular
a young lady who was a copywriter
in the agency the name france crt
gives birth to the famous slogan diamonds are
forever the diamonds are forever
to propagate the slogan what they have
fact they first sold an idea
they did not sell a product or a brand
it’s an idea they had to change the
perception of the diamond as an object of
totally useless luxury in diamond
as a necessary value object therefore
with an important value that you bring
behind all life what they have
made in practice all the bike of one
communication campaign went to
do influencer marketing with those who
they were the famous people of the time i
idols of the films and it is no coincidence that if
let’s go back in time we find one
tide of star phrases about diamonds
when liz taylor told the great stars
they need large zag diamonds
aborro gabor
what a beautiful killer the times I do not have
never hated a man so much to want
give back the diamonds and so on
diamond enters the imaginary
collective in the films in the proposals
the more the diamond is bigger the more
your love is great that even one
paradox because I had seen one
research that basically said that more
the diamond that you give in is great
engagement phase is more likely
that divorces that makes sense because the races
the big diamond so what you owe
to forgive the beast but to part
these jokes continue in theirs
communication campaigns go on tour
educational in schools to talk
of the importance of relationships and then
process on the diamond and have done in
general a carpet campaign on
media giving all information to
example on which star he had what kind
of diamond all this cinema for
get to create models of
reference which I want to aspire to
be a happy successful person
in love all life must have the
my beautiful dia manthoné if I am a woman
you man gives apple tree because the times it
gave the man and then of course the
campaign has also moved on
women going further in time
result of the campaign the business
the industry in 40 years has gone from one
twenty million dollars to 2
billions only in the United States then
all is well all right until 2000 in
2000 began to turn the wind a little
we began to focus attention
on ethical issues no
of the diamond blood extraction
diamond leonardo bloodstained diamonds
of probable is the generation
also changed the generation of today’s
shaved is not a generation that has
the myth of the diamond or the legendary arrives
the diamond the industry this point
what does it started to adapt seen
a recent spot seems to me of the year
last where the campaign is no longer i
diamonds are forever because maybe
the new generations do not have the value
of the heritage that there was a time or del
financing
but there is a problem there if you do not
no diamond, and then
we need to change the value in this
case the campaign is called rial is here
something real of true of authentic
it is rare and one of these commercials and ad
example to a couple talking about
real problems that do not know if they will be
together or less they love each other but everything can
happen a life bla bla bla
there is this girl has a beautiful one
diamond
because they use the real word authentic
true because on the one hand the industry of the
diamonds of protecting oneself from new ones
start up but view one for example silicon
valley that produces these diamonds
synthetic investors mark
pincus what he founded zynga of
caprio I believe even if among the
real investors true compared to
synthetic first differentiation from
put people’s heads on
second communication objective e
to associate the diamond as one
linus cover in the digit casino
of this swirling world not
worry about your love
tuccio that his books are true p
here it is the diamond 10.0 a diamond
this time it is not forever
but it is true and real the truth is that it does not
we know that diamonds have nothing to
what to do with reality they have nothing
to do with values they have nothing
to deal with relationships with love
with passion 0 but as he said mark
twain is much easier to take in
around the people who get noticed
have been teased
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