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Client:
Belden Electronics Division
Background:
Belden is a leading manufacturer of wire & cable for a variety of
markets, including networking/ communications, entertainment, security/alarm,
industrial and residential. Over the last few years, however, Belden has
been a bit helter-skelter with their brands: within each market you'll
find individual brands for key products and some product subsets, but
some markets also have an overall brand identity, others don't.
As a case in point,
Belden's Entertainment Group used a sub-brand (Brillianceâ) for
its video cables, then as the brand became more known/revered in their
key markets they extended the brand to include new audio cables. When
looking at the entire line of audio/video cables the question then became:
Why are some products Brilliance cables; while others are not? Are Brilliance
cables a superior offering?
Solution:
Our recommendation was to rewrite the brand charter and extend the brand
over the entire audio/video offering, using the Belden Brilliance logo
on the cable jackets and utilizing the brand logo in a significant way
on all promotions.
The
Results:
Consistent use of the brand and increased awareness at key targets such
as broadcast studios and sports venues (since they specify and use both
audio and video cables).
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