Belden Electronics Division
In years passed, Belden was comprised of three very autonomous divisions
— the Cord Division, the Fiber Optic Group and Bulk Wire and Cable
- many serving the same markets: OEM, MRO, broadcast, CATV and data communications.
to develop a new brand identity, create a buy-in across the three divisions
and to extend this new identity into the channel, where a multitude of
mixed Belden messages and identities existed.
Over the course of the next few months, we interviewed key sales and marketing
personnel at the three divisions and conducted a rather extensive search
of all available industry, market and competitive information. The audit
helped our understanding of the various divisions, their markets and products
— plus it gave us a glimpse of the buy-in task at hand. When we
augmented the audit with the results of our secondary research gathering
efforts, we were able to pinpoint our position/platform messages. These
efforts also brought out a clear differentiator: Belden's unique shielding
Our audit and research
gathering efforts relative to the distribution channel clearly pointed
to the need for a Belden-administered co-op program, where Belden would
produce somewhat customizable promotional materials for the distributor
(the audit defined the type of materials that the channel wanted) under
some very strict and well-monitored guidelines. This way, Belden was able
to control its messages and identity in channel promotions.
Belden ended up with a complete brand positioning/identity program, brand
continuity across division lines/markets and a tight distributor communication
system. Belden's identity program was soon reflected in its brochures,
catalogs, direct mail pieces, packaging, transportation vehicles, signage,
forms and many other media. This solid branding system allowed Belden
to maintain brand dominance in an industry proliferated with old and new
competitors, and to maximize their value in the market.