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Belkin Rebrands to Be Ready for Today and Invests in Its Legacy and Future

TheLostSwede

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Belkin, a global consumer electronics leader, today announced a rebrand that repositions the brand for the needs of today and tomorrow, while staying authentic to its 40-year legacy of creating captivating solutions. The visual identity of the brand has been refreshed to adapt and scale for the needs of a modern business, as Belkin expands into new product categories and channels at breakneck speed. The Belkin website will also be enhanced for seamless navigation and interaction, focusing on more engaging content and more personalized experiences.

Since 1983, Belkin has led the peripherals market in resolving the needs of tech consumers so people can get the most out of the devices they use and love the most. Using deep consumer insights on how people interact with their tech, Belkin has continued to uncover elegant and innovative solutions that take the guesswork out of consumers' hands.




"We are a design-, human-, community-centric organization that truly cares above and beyond the products that we make. We care about our planet, our communities, access to education and healthcare because ultimately, the products we make affect the people and planet that we care about. We are always looking for ways to grow, to do better, to iterate on a design or a technological evolution, staying in front of the trends. We are artists at heart, and it's visible in our product designs and even in how we've designed our headquarters, with sustainability entrenched in most of our choices," said Steve Malony, CEO, Belkin. "This evolution in our brand positioning and visual identity is no different. The thoughtfulness and intention involved perfectly represents our hopes and dreams for Belkin's future."

Even as countless competitors have flooded and commoditized the accessories space, Belkin continues to lead when it comes to forward thinking product design and CSR (corporate social responsibility) initiatives such as sustainability and community. In the last 12 months, Belkin achieved key milestones in its journey to reduce carbon emissions, eliminate single-use plastics and drive towards a circular economy. The company achieved 64% greenhouse gas reduction in operations from 2009 - 2021, successfully removed clamshell packaging for all legacy products, replaced plastic in packaging with recyclable materials across key product categories, and successfully reengineered key elements in our product lines—all without the loss of quality, safety and longevity. Belkin also introduced Los Angeles' first co-located Portal Schools, an emerging network of independent high schools, the first of which is embedded in Belkin's global headquarters.

"We approached this rebrand with empathy to our consumers' needs and wants to re-articulate our purpose, principles, and personality. This was approached through a rigorous process of listening and systematic balancing of the equities of our past, present, and future. Our continued signature is our commitment to designing quality and innovative solutions that empower people's potential to achieve more with their everyday passions," said Wesley Kim, vice president of marketing.


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TheLostSwede

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I don't understand... this is exactly the same logo as before.
They seem to have dropped the dot person...

 
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Who really cares about a name change let alone a logo change.
 
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Belkin: "The most expensive way to cluelessly avoid the lowest common denominator"

Let me explain. I've been in the IT industry since 1996 and have plenty of years experience in just about every market segment that involves electricity and data. My team has sworn off Belkin wherever possible after repeated annoyances and irks that can only be described as "Belkin design". Realistically, every and any Belkin product we've ended up buying has always been way too expensive for what it is, compared to the rest of the market, and it'll be of a high manufacturing quality, but a low design quality. What you end up with is an infuriating-to-use product that won't break prematurely from cheap construction, but also isn't very good. It's well-made garbage.

The alternative is cheapo XQENLCHUP (random-letter-name-generotor+ALLCAPS) Amazon flea-market brand from China that may be amazeballs but will fail in four months because it's made out of actual garbage and despite costing almost nothing, is dominated by shipping costs, Amazon's cut, and import duty.

Belkin products are shit but last.
Flea market products are often great but break.

Pick your poison, or if you're lucky, one of the no-name China brands has become big enough to care about quality, but not big enough to charge Western Gullibility prices. See: Anker, >5 years ago.
 
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Belkin: "The most expensive way to cluelessly avoid the lowest common denominator"

Let me explain. I've been in the IT industry since 1996 and have plenty of years experience in just about every market segment that involves electricity and data. My team has sworn off Belkin wherever possible after repeated annoyances and irks that can only be described as "Belkin design". Realistically, every and any Belkin product we've ended up buying has always been way too expensive for what it is, compared to the rest of the market, and it'll be of a high manufacturing quality, but a low design quality. What you end up with is an infuriating-to-use product that won't break prematurely from cheap construction, but also isn't very good. It's well-made garbage.

The alternative is cheapo XQENLCHUP (random-letter-name-generotor+ALLCAPS) Amazon flea-market brand from China that may be amazeballs but will fail in four months because it's made out of actual garbage and despite costing almost nothing, is dominated by shipping costs, Amazon's cut, and import duty.

Belkin products are shit but last.
Flea market products are often great but break.

Pick your poison, or if you're lucky, one of the no-name China brands has become big enough to care about quality, but not big enough to charge Western Gullibility prices. See: Anker, >5 years ago.
I personally own four Belkin power strip/surge suppressors, they tend to offer a lot for the money. I have had zero issues with them. I don't trust the random Chinese brand power strips for anything but basic crap. They tend to come with power cords rated for 10 amps instead of the typical 15 amp ones. I'm also not sure if I would really buy anything else Belkin branded, I don't see the value in it.
 

dorsetknob

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Dorset where else eh? >>> Thats ENGLAND<<<
:) And there was me thinking that they were a OEM Brand for Maplins :laugh::p
 
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:) And there was me thinking that they were a OEM Brand for Maplins :laugh::p
Maplin probably went bust because they mostly sold Belkin stuff and you could get a similar cable/dongle/doodad from Tesco/Currys/Richer for 1/5th the price and even that would still be a rip-off.
 
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This brings to mind the old song/saying:

"So what have you done for me lately ?" I haven't really heard of anything "new" or innovative from them for quite some time, just sayin...

The last Belkin product I bought several years ago was a 4-port USB hub which continues to work without issue on my son's gammr rig right now, so I can't really say much except that it was reasonably priced at the time :)
 
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