Wuthering heights of Valentine's Day

The bubbly Valentine's Day could also be a brand trap

- By JOSEPH THAVARAJA

VALENTINE’S Day spins around romance and gift giving. Without a doubt this day is an eagerly awaited marketing and sales window for many brands.

For instance, greeting cards find the highest sales on Valentine’s Day in comparison to other occasions (the popular greeting cards brand Hallmark reports that February is its busiest month, and Valentine's cards claim 20% of its annual sales). Similarly flowers, chocolates and jewelry too find bigger sales around this time.

Still, as Valentine’s Day has expanded to commercially boosted celebration from its day of romantic expressions (that it used to be) , it has also become an opportunity for brands to captivate the consumer with alluring offers. Their massaging plays a pivotal role in positioning them among the Valentine consumers. Confused / misplaced messaging attempts put the brand in peril. Valentine’s Brand campaign messaging would sound routine and straight forward-until it is not.