John Mahama is forever

Sun, 29 Apr 2018 Source: Anthony Obeng Afrane

The world's famous slogan, "diamonds are forever" came into being when Harry Oppenheimer son of the founder of De Beers Consolidated Mines Ltd engaged N. W. Ayer & Son, a prominent U.S. advertising agency to work out a marketing strategy for the mining company.

After their first meeting in 1938, N.W. Ayer researched extensively and found out that the most appropriate way to influence the purchase of diamonds was to first create emotional and romantic feelings tied to them.

After unsuccessfully trying to create a slogan for De Beers which would perfectly express the qualities of a diamond, there was finally a breakthrough in 1947. One of Ayer’s young copyrighters, Frances Gerety, was working late one night to the point of exhaustion.

Finally in desperation, she left for home. Just before she left work that night she scribbled the words “a diamond is forever” on a piece of paper and the rest became history. This may have had a simple start, but the result was America’s most famous advertising slogan. “A Diamond Is Forever” has appeared in every De Beers engagement advertisement since 1948. And in 1999, it was proclaimed the slogan of the century.

Talking of diamonds and emotions, reminds me of the euphoria that characterised the just-ended NDC Unity Walk in Kumasi. It was breathtaking! People wanted more of the young man from Bole; and this reinforces the point that he is missed.

It would be a mistake for anyone to underestimate the magnetic force of this man.

And it would be an act of senseless self-harm if the rank and file of the NDC do not encourage and support the former president to lead the party in 2020.

As diamonds will forever be associated with love, wealth, strength, luxury and emotion, so former President John Dramani Mahama will forever be a symbol of humility, bravery, power, honesty, devotion and matchless achievement.

I believe if the people of Ghana are asked to choose a gift for our dear nation on 7th December, 2020, I'm sure they will choose Mahama because food will go stale, chocolates will melt and flowers will wilt, but John Mahama is forever.

Columnist: Anthony Obeng Afrane