More Than a Big Red Book: JBT’s New Branding Campaign

For years, the Jewelers Board of Trade was best known for two things: being the jewelry industry's main credit cop and having a huge mailing list and reams of data and statistics. Both are still true, but JBT president and chief executive officer Dione Kenyon says that under her tenure, JBT is becoming a much more dynamic, forward-thinking operation, and the time has come to let the industry know all it has to offer. Prior to its rebranding campaign, JBT suffered from one of the maladies that also afflicted the recently rebranded Manufacturing Jewelers and Suppliers of America: logo mania (see “MJSA's Brand-New Vision,” JCK, August 2006, p. 104). But whereas MJSA had three different logos to reconcile, JBT had 50! “Our collateral materials were just all over the place,” says Kenyon. “We'd done [printed] things on desktop and through freelancers for years, and it showed.

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