May 19, 1999
Brand, Promotion Hot Topics at ICA Congress
International Colored Gemstone Association members brainstormed about improving marketing and promotion during workshops at the ICA Congress in Abano Terme, Italy.
Promoting international recognition will take ICA into the 21st century, said Wilma Vigano, managing director for Platinum Guild International, who conducted one of the workshops. "ICA must have an image, defined by a brand or logo," she said, suggesting ICA develop an "identity manual" for members to read and a single mission statement to define the association's goals. "Even if you target retailers and manufacturers in your promotional efforts, you must never forget that your ultimate target is the end consumer," she said.
Members then discussed possible slogans and mission statements that would capture the consumer's imagination and emotions, much like De Beers does for diamonds with its slogan "A diamond is forever." Following the sessions, ICA members suggested the phrase "Colored gemstones are an expression of you."
The educational program during the second and third days of the Congress also featured world gemstone source presentations, including updates on tourmalines from Paraiba, Brazil, gemstones from Orissa, India, and tanzanite mines in Africa.
- by Robert Weldon, G.G.