Making News
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The Branding of Valentine’s Day
February 7, 2022 | Branding Emails
You Gotta Love It.
Every February, across the country, candy, flowers, and gifts are exchanged between loved ones, all in the name of St. Valentine. But who is this mysterious man and why do we celebrate this holiday?
The history of Valentine’s Day -- and its patron saint -- is shrouded in mystery. But we do know that February has long been a month of romance. St. Valentine’s Day, as we call it today, contains vestiges of both Christian and ancient Roman tradition.
One legend contends that Valentine was a priest who served during the third century in Rome. When Emperor Claudius II decided that single men made better soldiers than those with wives and families, he outlawed marriage for young men. Valentine, realizing the injustice of the decree, defied Claudius and continued to perform marriages for young lovers in secret. When Valentine’s actions were discovered, Claudius ordered that he be put to death.
According to one legend, Valentine actually sent the first Valentine greeting himself. While in prison, it is believed he fell in love with a young girl who visited him during his confinement. Before his death, he allegedly wrote her a letter signed “From your Valentine,” an expression still used today.
In any event, in 496 A.D., Pope Gelasius set aside February 14 to honor St. Valentine. Through the centuries, the Christian holiday became a time to exchange love messages and St. Valentine became the patron saint of lovers.
Although the truth behind the Valentine legends is murky, the story certainly emphasizes his appeal as a sympathetic, heroic, and most importantly, romantic figure.
In the 1840s, Esther Howland, a native of Massachusetts, is given credit for sending the first modern-day Valentine cards. The U.S. Greeting Card Association estimates that approximately one billion valentines are sent worldwide each year-nearly 85 percent sent by women.
So what about your image?
As our Valentine’s story demonstrates, branding is all about perception. Successful brands make a connection with people and communicate a distinct advantage. They’re built on a solid foundation of effective communications, appealing visual language, and the personal experience a brand offers.
So, if you would like us to help you take a heartfelt look at your brand, please give me a call at 617-661-6125, or email to set up a meeting. We’d love the opportunity to talk about your branding challenges. We’ll even spring for the roses.
Have a romantic season,
Stewart Monderer