New York, NY (PRWEB) November 1, 2006 -- Jim Feldman Creative Direction, a strategic branding and marketing agency in New York City, is spotlighted in Raymond A. Nadeau’s ground-breaking new book, Living Brands: Collaboration + Innovation = Customer Fascination, for its approach to developing unique brand identities for its clients.

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. 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.”

With long-term expertise in design and art direction (Feldman) and copywriting (Bonn), JFCD has the capabilities to conceive and implement the entire branding process from initial strategy, identity and brand positioning through advertising, media planning, visual merchandising and opportunities in new interactive television media.

Another JFCD project, Gold Expressions: Italian Passion by Design, was recently named Best in Show in its category by JCK Magazine. The wide-ranging retail program was first presented at JCK, considered the most important trade show in the fine jewelry industry. Clients were the World Gold Council and Bel-Oro.

Other JFCD projects and case histories are available at www.jimfeldmancreative.com

Living Brands: Collaboration + Innovation = Customer Fascination, was released earlier this month by McGraw-Hill. Its author, Raymond A. Nadeau, was Vice President of New Ideas and Global Creative Director at Coty. The book offers strategies for adapting brands to the new consumer realities.

For more information, contact:
Jim Feldman
285 West Broadway
New York, NY 10013
212-965-9797
info @ jimfeldmancreative.com

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Jim Feldman Creative Direction, Inc
Jim Feldman
212-965-9797
E-mail InformationTrackback URL: http://prweb.com/pingpr.php/RW1wdC1NYWduLUNyYXMtU2luZy1NYWduLVplcm8=

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