Yes IC Diamond is different then other thermal paste. It has to be applied a certain way to get the results. According to IC Diamonds website:
IC Diamond is composed mostly of diamond powder (92%), and as such is quite thick. This high viscosity is by design for increased reliability and it is what makes our application procedure different.
Proper application is critical to optimum performance. Squeeze onto the center of the CPU an amount of IC Diamond compound about the size of a pea (5.0mm to 5.5mm) on the center of the CPU where most heat is concentrated. Place the heat sink on the CPU and press it down to spread IC Diamond over the CPU's surface, (Do not remove the sink to check the spread as it will introduce air into the joint). Clamp the heat sink and power up the PC
Also when done right this is how it should lookhttp://innovationcooling.com/applicationinstructions.htm