But how to get there? P&G has often struggled in categories that are built on emotions, instead of functions as sadly proven by the destinies of Betrix, Vidal Sassoon or Wella. Good old ‘Old Spice’ may work well for the no-bullshit-straight-shooter and his followers, it won’t do the trick where competition is tough.

Let’s look at the ‘End Benefit’ idea. What does the possession of a long-desired piece of jewelry do to it’s owner? Category rejectors are quick to underscore the importance of status. Looking at the wearers of some hard-to-get luxury sports watches, it cannot be fully denied. More favorable observers may call it recognition. But that is only one facet.

I will not forget how I was struggling to keep focused on my final exam preparations at university when I felt the weight of my first Rolex dangling from my wrist. No one else was around in the library to show it off to.

I had just bought it for myself after working many late nights after school. So, there was not even the aspect of receiving or giving a gift involved. Despite the looming exams, I felt strong positive emotions inside me: Dreamed it - did it. Pride, Joy, Happiness. I became addicted to that (the exam went well too…).

Why did it have to be this model or this Brand for me? Enthusiasts will find a million reasons that speak for the Brand. However, it remains an unnecessary item to own. Marketers who study their consumer research will identify ‘Happiness’ is an important end benefit. They may also find that ‘Love’ and ‘Luck’ are important territories to own.

The question so becomes what measures are effective for a Brand to become synonymous with such promises?

This is where Brand equity becomes important. Van Cleef & Arpels have nurtured their Brand values throughout their history that spans more than a century. Because that is so, they are now believable. But it is not just time that makes the difference. It is consistent brilliance (literally) in every aspect of the product and its communication that yield success.

There was barely an example below six digits in the high jewelry collection that was presented, yet 85% of the pieces were sold during the launch event or before.

With success comes more success, as an increasing number of prominent customers automatically turn into ambassadors for the Brand.

Communication happens predominantly in the stores, through events like the one I attended and online. All of these channels have in common, that they allow for two-way communication. Van Cleef & Arpels know their consumers - personally!

Encounters with the Brand should always be in line with the communication objectives. It can be taken for granted that the young men that went on their ‘Grand Tour’ experienced some of the best days in their lives. Out of university, without budget constraints, at some the most desirable places of the time, these were truly conditions under which luck, love and happiness unfold. Why men, when almost all of the collection skews female? Because shoppers and consumers mainly fall apart.

The translation of the concept of ‘Le Grand Tour’ into the launch event at the Villa Medici in Rome during a mild mid-summer night unlocked the same emotions in those, who were lucky enough to attend. I have been blessed by seeing a lot in different places throughout my life. This night will stay in my memory, and I decided to spend more time on studying this truly amazing Brand!