The world is a different place. Positioning is dying as consumers learn to spot the facade. Products must now provide real value, beyond the emotional.

“A Diamond is forever” was one of the greatest ad campaigns – you instantly associate it with DeBeers and their compressed coal. Amazing, especially when you consider DeBeers can’t do business in the USA (they’re considered a monopoly) and diamonds are linked with sub-Saharan civil wars, slavery, and worker abuse.

But now 75% of women think a diamond is just a rock. A diamond ring may still be a symbol of undying love, but a diamond necklace isn’t. Wouldn’t you rather get a present that makes your home look stylish, while entertaining you and your friends? What can a diamond necklace do for you?

The joy of receiving a diamond necklace is fleeting.

Providing a useful service is Forever.

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Credit: Seth Godin