Agency: J Walter Thompson | Author: Merry Baskin |
De Beers 'hard times: selling diamonds in a recession' how a great British idea worked across Europe and beyond
INTRODUCTION
There are several reasons why this case is uniquely interesting: there is no brand per se and every product is a one-off over whose finished form, design, price, packaging and distribution system the client has no control.
There is a dual target audience with differing needs and motivations in 23 culturally and historically disparate countries.
Nor is this a case of a demonstrable link between...