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Meet A King Of Diamond Branding
The art of creating a brand identity for any product is certainly a daunting and sometimes overwhelming task.
Creating a successful brand requires careful planning and effective strategies.
A proper and effective brand identity is crucial to the success of any company selling a niche product. The successful marketing of any product is almost always a byproduct and commensurate with the effort in launching a well designed brand image/theme for that product.
This is especially true in the world of loose diamonds and designer diamond jewelry, since it is often exceedingly difficult to differentiate one diamond from the next.
It takes the special and creative talent of a select few to successfully market a diamond brand; bringing it to the attention of the general public.
Hearts on Fire Diamonds, & The Tiffany Lucida Diamond are a few examples of successful diamond marketing.
One strategic branding and marketing agency in New York City, is spotlighted in Raymond A. Nadeau's ground-braeking new book, Living Brands: Collaboration + Innovation = Customer Fascination, for its approach to developing unique brand identities for its clients.
This company is spearheaded by Jim Feldman and his creative partner Barbara Bonn.
Nadeau calls Jim Feldman and his creative partner, Barbara Bonn, among “today’s finest creative and cultural minds.” He focuses on their work for one of the world’s largest producers of yellow diamonds; the Louis Glick Diamond Corporation. Acknowledging that customers have been “brainwashed” about the superiority of white diamonds, JFCD rejected the sentimental stereotypes of traditional jewelry marketing, instead identifying a new, fashion-oriented target market for the company’s stones, and naming them Blonde Diamonds®. The agency’s launch ad campaign featured glamorous dark-haired women and headlines such as “Meet a Natural Blonde” and “New Blonde in Town.”
Jim Feldman, President of JFCD, says, “In essence, we created the first brand-name for yellow diamond jewelry, which had always been treated as a commodity. Our campaign strategy was to engage the emotions of women for whom acquiring diamond jewelry involves self-worth, self-esteem and often self-purchase. ‘Blonde’ has connotations of luxury, sophistication and passion that resonate with these women. The humor of the headlines caught their attention; the remarkable beauty of the jewelry brought them into the stores. We love the idea that our brand name is becoming the generic for yellow diamonds.”
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Comments
Jim Feldman and I are delighted with your story, but need to make one rather major correction.
JFCD's client for the Blonde Diamonds branding and advertising project was LOUIS GLICK DIAMONDS, not the Julius Klein Group. The Glick launch campaign appears on our Web site, jimfeldmancreative.com.
Thank you.
Posted by: Barbara Bonn on November 2, 2006 1:43 PM
Barabara,
Oops!
My apologies for that honest typo.
I've corrected it now.
Best wishes for your every success.
Posted by: Judah Gutwein on November 2, 2006 2:28 PM
here's a video of raymond from last week's consumer health world conference where he schooled health care marketers on the art of branding and took examples from fashion and beauty:
http://www.scribemedia.org/2006/12/18/evolved-models-for-healthcare-branding/
Posted by: peter on December 18, 2006 5:14 PM