The Curious Case of Valentine's Day....A Branding Case Study

(Note to readers: Happy Valentine’s Day! I am a huge Sherlock Holmes fan. When I started writing about the evolution of Valentine’s Day branding over the years, I thought it would be fun to write about it as Watson’s diary entry about a case.)

This is an excerpt - read the full article -

My dear readers,

I write to you today regarding one of the most fascinating cases my colleague Sherlock Holmes has ever investigated: the remarkable transformation of Valentine's Day from a humble pagan festival into what Holmes calls "the most brilliant branding coup in history."

"Elementary, my dear Watson," Holmes declared, puffing thoughtfully on his pipe one February evening. "The clues have been before us all along. This holiday has masterfully reinvented itself more times than the most cunning of criminals!"

(Image Source: Pinterest)

The Brand Origin Story: History, Legend or Fable?

"Observe, Watson," Holmes continued, spreading ancient manuscripts across his desk. "Our first clue lies in ancient Rome. A fertility festival called Lupercalia – quite crude by today's standards. But then!" He slapped the desk triumphantly. "Someone – and I must admit, this was rather clever – rebranded it using the story of Saint Valentine, a romantic hero who defied an emperor for love!"

"But Holmes," I interjected, "what does this have to do with personal branding?"

"Don't you see?" He leaned forward, eyes gleaming. "It's the same technique every successful personal brand uses today – a compelling origin story! Though I dare say most influencers haven't been martyred for their cause."

(The Festival of Lupercalia. Image Source: Wikipedia )

(Source Image: UK Centre for Carnival Arts)

The Chaucerian Era: Rebranding

"The plot thickens in the medieval period," Holmes announced, pacing excitedly. "Chaucer – that clever fox – and his court companions transformed the entire holiday. They turned a religious observance into a celebration of romantic love! Watson, it was the medieval equivalent of a complete brand pivot!"

"Rather like when you changed your image with that deerstalker cap?" I suggested.

"Precisely, Watson! Though I still maintain the press exaggerated my attachment to that particular piece of headwear."

(Image Source: RetroNewsNow on X ) - In 1382, the English poet Geoffrey Chaucer became the first person, on record, to link Valentine’s Day with love/romance, in his poem, ‘The Parliament of Fowls’.

What's Next?

The Victorian Vinegar Valentines: Brand Evolution

The Modern Day: Brand Pivots & Brand Extensions

Holmes Deduces The Key To Successful Personal Brand Evolutions

A Final Observation

Read on :