Podcast: Marketing Our Way Out of Crisis

RAPAPORT... Under challenging circumstances, the Natural Diamond Council (NDC) unveiled its new look, name and purpose on June 1, marking a complete transformation from its former identity as the Diamond Producers Association (DPA). Rapaport Senior Analyst Avi Krawitz spoke with the NDC's CEO, David Kellie, about the relaunch in the second episode of the Rapaport Group's "The Recovery" webinar series.Kellie outlined what prompted the change, the group's new focus on publishing, and how the trade can tap into the NDC's campaigns. He also discussed consumer sentiment during Covid-19 and the protests that have spread across the US in the past week.The marketing executive stressed that the industry must emphasize its strengths to ensure long-term growth. "We tend to focus on threats rather than opportunities. There is undoubtedly opportunity to double the size of our business and still be underperforming versus the luxury industry," Kellie said."My focus is on the opportunity, which is to compete in the luxury market against anything that is discretionary expenditure," he added.The next installment of "The Recovery" webinar series will take place on Tuesday, June 9, at 11 a.m. EST, featuring Elle Hill, founder and CEO of Hill & Co. Register here. Watch the full interview below: Or listen as a podcast here:Image: David Kellie (center) flanked by NDC marketing material. (NDC)