The Charisma of Valentine’s Day
Valentine’s Day the brand is the oldest and most charismatic brand in the jewelry industry. 
Now I suspect that many of you reading this are thinking something like “Valentine’s Day is an important holiday, but how is it a charismatic brand?
Well sticky fingers, put down the candy with little writing on it and let me explain.
The book, “The Brand Gap” by Marty Neumeier, offers us a great definition of a charismatic brand.
But before I give you Mr. Neumeier’s definition of what a brand is, let’s go over what Marty says a brand is not.
First, a brand is not a logo.
Second, a brand is not an identity.
Finally, a brand is not a product.
So what exactly is a brand? A brand is a person’s gut feeling about a product, service or organization. It’s a gut feeling because brands are defined by individuals not companies markets, or industries. It’s a gut feeling because people are emotional, intuitive beings.
In other words, it’s not what you say it is. It’s what they say it is.
So here’s Mr. Neumeier’s definition of a charismatic brand…
“A Charismatic Brand is any product, service or organization for which people believe there’s no substitute.
So what is Valentine’s Day? The charismatic brand for expressions of love of which there is no substitute. And in an industry built around expressions of love, Valentine’s Day synthesizes what we are all about. It’s not what we say it is. It’s what our customers say it is. And they’ve been saying it for hundreds of years.
And you thought that Valentine's Day was just a holiday. I'm sure that my wife would agree with me when I say long live Valentine’s Day the brand.
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