De Beers diamonds
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July 13, 2000: 5:28 p.m. ET
The world's dominant diamond company is changing its marketing strategy
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LONDON (CNNfn) - De Beers is to diamonds what McDonalds is to hamburgers. The company controls 60 percent of the world's $50 billion diamond market.
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VIDEO
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De Beers has a new name for its marketing arm, a new logo and a new strategy. The move coming just as the issue of conflict diamonds threatens to damage the recently revived diamond industry.
CNNfn's Tom Bogdanowicz reports from London.
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