Long time ago, diamonds were not so valuable. Why?
During big depression, diamond sales failed by almost 50%. Prices as well. People used to trade them for money very often. Soon afterwards De Beers corporation ordered an advertising campaign at N.W Ayer agency.
Through a broad marketing campaign diamonds were presented as symbol of love. The campaign continued through decades and in 1971 James Bond movie was titled Diamonds are forever. You can check more about the complete campaign in this presentation.
People were not willing to change diamonds for money anymore.
Marketing campaign shifted the emotional and behavioral component of users attitudes. So what did you do about your consumers behavior lately?
Photo credit: Funky Marc (Flickr)