Israeli Diamond Industry Re-branded by IDI

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The Israeli Diamond Industry premiered a new brand identity today at a Champagne Breakfast Press Conference at Baselworld 2006, organized by the Israel Diamond Institute (IDI). The launch was the culmination of an extensive one-year strategic project undertaken by IDI, in association with the branding firm, Parazar Brand Boutique.

The Israeli Diamond Industry – All You Could Ask For In One

The Israeli Diamond Industry premiered a new brand identity today at a Champagne Breakfast Press Conference at BASELWORLD 2006, organized by the Israel Diamond Institute (IDI). The launch was the culmination of an extensive one-year strategic project undertaken by IDI, in association with the branding firm, Parazar Brand Boutique.

Featured at the event were Nicky Valentine, DTC Marketing Manager, Global Brand Development; Shmuel Schnitzer, Chairman of IDI’s Marketing and Communications Committee and WFDB President; and Dan Ben Ary, CEO of Parazar Brand Boutique. Israel’s Ambassador to Switzerland, Mr. Aviv Shir-On, greeted the participants.

New positioning for Israel diamond industry

The kick-off unveiled a new positioning for the Israel Diamond Industry, based on quantitative and qualitative research in Israel and abroad. “The Israeli Diamond Industry – All You Could Ask For In One” reflects Israel’s multiple strategic advantages in diamond supply, manufacturing & trade -- tradition, quality of make, vast selection, market share, technology, as well as creativity and flexibility. The new positioning has been translated into a comprehensive image campaign, which includes a new brand logo, print advertising, a short and savvy image film, a redesigned and intuitive web portal, a new exhibition booth design and a host of other applications.

In the first stage, IDI has placed a 20-page, full color insert in major trade publications. The campaign is also scheduled to run in leading trade media around the world during the second half of 2006.

The Israeli diamond industry edge

The branding campaign highlights the essential messages that give the Israeli diamond industry a qualitative and quantitative edge over other diamond centers around the world:

  • A heritage of excellence and craftsmanship, based on a long historical diamond tradition
  • Impressive market share in polished diamonds – with Israeli companies manufacturing globally about two-thirds of the world’s gem quality diamonds
  • Best business practices – 100% natural, strict adherence to international standards
  • Top quality makes that suit the most discerning customer
  • The largest diamond trading floor in the world, in a fully secure and convenient complex
  • Creativity, flexibility and the ability to tailor solutions to every customer’s needs

Change reflects shifts in the global diamond market

Shmuel Schnitzer said that the new branding effort takes into account the dramatic changes sweeping the global diamond market. “The traditional role of the major diamond centers is changing. Our diamond center has evolved into a home base, providing a vital business infrastructure for Israeli firms reaching out to their clients worldwide. IDI provides them with marketing tools to ensure the expansion of their market share. A strong industry brand is one of the most important assets we can offer the Israeli diamond companies in their worldwide marketing efforts,” Schnitzer said. He added that IDI intends to introduce further initiatives during the year aimed at strengthening the position of the Israeli Diamond Industry in the global diamond market.

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Sharon Gefen
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