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

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