Tempestuous. Spoilt. Ungracious. Demanding. All adjectives that likely spring to mind at the mention of the word ‘diva’. 

But society’s perception of the diva has evolved over time. An exhibition at the Victoria & Albert Museum delves into the changing portrayal of this figure, tracing its transformation up to the present day. What insights can be gleaned from the shifting interpretation of this term, and what relevance does it hold in the realm of advertising?

Originally stemming from Italian roots in the 14th century to describe goddesses or deities, the word ‘diva’ later evolved to describe outstanding female 18th century performers whose divine talents made them appear other-worldly. Revered for their creative power and admired for breaking into a male-dominated realm, the narrative established around these divas was one of ascending female autonomy.

Through the 20th century, however, a word that originated as short-hand for empowerment took on negative connotations, morphing into a derogatory term aimed at degrading assertive women. In 2015, the Oxford English Dictionary went as far to update the definition of ‘diva’ to include ‘a person, typically a woman, who is self-important, temperamental, and extremely demanding’.

Despite the cultural challenges, modern-day divas like Tina Turner, Rihanna and Beyoncé have reclaimed the title. These trail-blazing icons are celebrated for their artistry like the pioneering female performers of the 18th century. In the final phase of the exhibition, we realise the narrative has come full circle.

All is right in the world. Divas have prevailed. 

What can we learn from them?

Go against the grain

Creativity, courage and ambition led these 21st-century divas to challenge the status quo and reclaim what it means to be a ‘diva’. Ignoring her detractors, Chanel broke down the sartorial codes and reimagined women’s fashion, eventually building one of the most iconic brands on the planet. There is a clear association between taking a non-conforming approach and high achievement. 84% of all Effie winners had ads that challenged category conventions and these are the ones we remember - Volkswagen’s “Think Small” and Guinness’ “Surfer” ads sit amongst the most iconic examples. Over the past decade the rise in short-termism has driven a collapse in creative effectiveness, but brands who succeed will be those who have the courage to zig when everyone else zags.

Know your (brand) power

Some divas are recognisable by a simple name, silhouette, melody or item of clothing (many people recognized Cher's iconic two-piece ensemble before listening to one of her songs). Brands too have logos, sonic cues, materials and packaging that transcend cultures. British Airways' latest ‘Windows’ executions feature no copy and only heavily cropped pieces of the brand logo, instead relying on the airline’s established brand recognition to tell the story. Distinctive brand assets effectively anchor brands firmly in people’s memory and trigger the faster, more emotional, System 1 decision-making part of the human brain without deeper engagement. Repetition is not the answer, but being consistent will provide lasting recognition and value.

Stand for something

From Aretha Franklin’s offer of financial aid to civil rights activists to Billie Eilish protesting against the Roe v Wade abortion ruling at Glastonbury, divas throughout history have used their platform for good. In the media and marketing world, brand purpose has the power to be the guiding light behind winning work and has emerged as one of the most powerful ways to engage consumers and grow brand preference. 

Cosmetics retailer Lush has always advocated for sustainable and ethical beauty. Last year the brand announced they are applying an ethical lens to its use of different tech platforms (no TikTok & Instragram), just as it does manufacturing products. Brands should look to Lush as a leading example of a genuinely purposeful brand, whose claims are rooted in credibility and executed with authenticity - even if it comes at a financial cost to the business.

Diva reframed

Bold. Courageous. Trail-blazing. Creative. Inspiring. Adjectives to describe not just modern-day divas, but powerful modern-day brands. Next time you’re struggling to crack a brief, think to yourself “What would a diva do?”