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  • Repackaging a dominant brand to establish new connections

    Even successful companies need to shore up chinks in their competitive armor. Belkin Components, a powerful force in computer accessories, was losing share to an industry upstart. They needed to make a strong branding statement in the new world of USB connections. So they hired three firms to develop concepts.

    Our Visual Marketing Study examined packaging and brand identities in both the target market and related fields. It informed our decision to create a brightly colored, much more contemporary style for their USB products. That helped us win the concept competition, and it helped Belkin win back — and increase — market share in the USB category.

    The result: As a privately held enterprise, Belkin guards its sales information closely, and specific numbers are unavailable to the public. But the new look was well-received by retailers and consumers, and was adapted to dozens of SKUs, creating a powerful new line that jumped off the shelves.

    Suffice it to say that Belkin was pleased enough with the results to ask us to develop brand identities and packaging for several other new product lines, as well as the national advertising campaigns to support them.

 

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