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By Ralph Destino
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Ralph Destino, chairman, Gemological Institute of America
Photo by David Beyda
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Everywhere you go these days, it seems the same two words pop up to dominate every commercial discussion … two buzz words we hear over and over again with ever-increasing volume: "globalization" and "branding." We've seen each of these words defined, depicted, debated, (and sometimes even debased) in every conceivable way and from every possible perspective. And with good reason, for they are the banners that identify what many feel are the two most pronounced commercial megatrends of the day.
This column, and this magazine, have addressed the globalization issue as it pertains to GIA, in a comprehensive manner. We have discussed our global plans, reviewed our global progress, identified our global management, and, in the process, emphasized the importance of each to the future of our Institute. We've rarely, however, touched on the significance of branding as it relates to that future.
Hence, these thoughts:
Branding has been defined in many different ways, but the definition I like best as it relates to GIA is that a brand is a collection of experiences and associations attached to an organization that gives rise to the level of services and promises it can be expected to deliver. Through concrete symbols such as a name, logo, and/or slogan, the brand is the embodiment of the history, heritage and reputation connected to that organization.
And so it is with the GIA brand.
In the 77 years since the founding of the Gemological Institute of America, the initials "GIA" and the accompanying statement, "the world's foremost authority in gemology," have come to represent the visible outline of our brand, the symbolic perimeter that surrounds it. Embedded in those initials and in that slogan are the precious qualities that form the soul of GIA: independence, integrity, honesty, innovation, creativity, dynamism, service and a consistent sense of mission.
These are the bywords that define our brand and the priceless values we must always maintain. They have emerged from the distinguished careers and contributions of people like Robert Shipley, Richard Liddicoat and Robert Crowningshield, as so compellingly demonstrated in the new "Facets of GIA" exhibit on view in Carlsbad. (See the story, page 16.)
Our brand is a product of all these admirable and historic ingredients, but it must be nourished and protected every day if it is to survive in its leadership position. That's where we come in. Each of us – management, staff, students, alumni, governors – is a caretaker of the brand, a keeper of the flame. What we do, what we say, how we interact with those outside the GIA family, all have an impact on the perception of the brand. Our actions, whether individually or collectively, leave an imprint on our brand.
As we reflect on the "Facets of GIA" exhibit, let's all pledge to be ambassadors of the brand, fully committed to preserve and enhance what has been so enviably created by those who have gone before.
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