Branding: Where to Now?

There is little doubt that the Diamond Trading Company has given up pushing marketing as the central theme of its Supplier of Choice program. That caused too much pain among its clients. It's hard enough to create a brand under the best of circumstances, never mind trying to do it with one component of a product and in an industry lacking large profit margins. The big luxury conglomerates don't try to do that either. They prefer to spend on established names because they know the costs of building a new brand are huge and the chances of success minuscule. We now have a full-scale war between major brands as they try to capture the public's imagination. This past September's issues of Vanity Fair and W were great for building biceps. Vanity Fair had 650 pages or so, and W came in at a staggering 840. The advertising was spectacular, outdone only by the prices. The models were gorgeous
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out