STRATEGY 38 | JNA November/December 2022 | Olivia Quiniquini 程爱莉 | De Beers Group is going back to the source as it unveils leadership changes, new branding strategies and innovations coming off a stellar year in diamond trading. Bruce Cleaver, who has steered the group as CEO since 2016, is giving way to Al Cook in early 2023. Cleaver will become co-chairman of De Beers Group, alongside the current chairman and Anglo American CEO Duncan Wanblad. Cook has over 25 years of international leadership experience, most recently as executive vice president for Exploration & Production International at energy company Equinor. De Beers has also appointed actress Lupita Nyong’o as its first global ambassador. The Academy Awardwinning actress stars in the new brand campaign, 'De Beers: Where It Begins,' which tells the story of the only global luxury brand that starts at the source. Launched globally on November 3, the campaign embodies De Beers’ Building Forever commitment to have a positive impact on people and the planet. Branded propositions According to De Beers Brands CEO Marc Jacheet, ESG lies at the heart of the group’s branding and operational strategies. “Our agenda for the years ahead is to continually reinforce our core message: De Beers is a powerful luxury brand that is making a positive impact in the world and ensuring quality and rarity through provenance and delivering this through blockchain technology,” he told JNA. Jacheet underscored the power of brands in today’s market, noting that these foster trust and drive demand among consumers. While the famous De Beers slogan, “A diamond is forever,” – which celebrates its 75th anniversary this year – built diamond demand in several generations, generic advertising and occasion-based marketing may no longer be effective in today’s market. Since consumers now focus on brands rather than the category, current trends dictate that the category is sold through the brand, he said. De Beers Group puts sustainability and ESG at the heart of its branding and innovation strategies. 戴比尔斯集团将可持续性和ESG作为其品牌和创新战略的核心。 New horizons for De Beers 戴比尔斯的新视野 3 4 1 2
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