Branding Again

It was an odd counterpoint: Some of the most passionate defenders of the new direction of the Diamond Trading Company recently learned that they'd been tagged to lose their status as sightholders. The buzz surrounding this decision began circulating at The JCK Show ~ Las Vegas. Many wondered why the organization that so successfully designed and developed a business plan to mine and market diamonds would make this startling announcement immediately before the show, causing some of their oldest—and presumably best—clients great embarrassment and worry. Several of these sightholders had gone to great lengths to establish marketing plans to get to the ultimate consumer, only to be found wanting right before the big show in Las Vegas. Great timing! In the film A Few Good Men, actors Jack Nicholson and Tom Cruise confront each other, with Cruise demanding the truth from Nicholson. Jac

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