Pandora Kind of Love

Pandora doesn't sell jewelry. They sell love.

"what does love mean to you?"

This was the question asked to people of all demographics for Pandora's valentine's day ad.

Some shared about the value of their relationship.

Others answered with how they celebrate the special day.

But one thing was for sure...

Their product wasn't mentioned once.

Watch Pandora's ad here (1:00)

Here's the thing:

Pandora isn't selling Jewelry.

Pandora is selling an idea.

And that idea is love.

Because if they market the idea behind the product they are selling

instead of the product itself

they will begin to grow a community of superfans

who believe and buy the idea of love

(or at least the one they're selling).

My point is this:

When you market the brand and not the product,

customers stop coming and going from drop to drop

Because it's hard to be loyal to a product

but not to a brand,

especially when that brand has personality.

Truly,

Elijah