Award recognizes strategic repositioning from product supplier to solutions partner
Belden Inc. (NYSE:BDC), a leading global provider of complete connection solutions, in partnership with brand strategy agency Joe Smith Co., earned Gold at the Transform Awards North America 2025 for Best Brand Evolution (Corporate). Belden won the top prize in a category that included major financial services, technology and consumer brands.
The award recognizes Belden's comprehensive rebrand that reflects a fundamental business transformation. The company's evolution took place following years of strategic acquisitions and expanded capabilities, shifting it from a connectivity products supplier to a provider of converged IT/OT solutions.
The November 2024 brand evolution repositioned Belden as a strategic partner delivering complete connection solutions that integrate hardware, software, services and expertise.
"A rebrand is a major undertaking, so we were glad to have the help of Joe Smith along the way," said Kim Spiegel, Senior Director of Corporate Marketing at Belden. "This award validates that we took the right steps. We've been on a solutions journey for a number of years, but the marketplace still knew us as a cable manufacturer. The rebrand helped us change those long-standing perceptions and show that we are an evolved company."
"This recognition affirms that our brand evolution reflects the strategic transformation happening across our entire organization," said Dr. Ashish Chand, President and CEO of Belden. "We're not just changing how we look—we're changing how we partner with customers to solve their most complex data infrastructure challenges."
The rebrand emerged from extensive research. Nearly 500 participants globally—Belden employees, partners and customers—helped shape the company's new brand platform: "Connect to what's possible." While looking to the future of the business, the rebrand also honored Belden's legacy.
"We didn't want to let go of who we were," Spiegel explained. "Connection was what it was all about in the past—very literally. But now we've connecting things in a more figurative sense. We connect people through rural Wi-Fi. We connect factory systems that need to work together. We bring data into alignment so customers can make better decisions."
The work included developing a new visual identity, simplifying a complex portfolio of product brands, and crafting messaging that positions Belden as a valued partner solving complex business problems. Since the brand launch in November 2024, the response has been overwhelmingly positive. Internally, employees were eager to adopt the new brand, seeing it as a common identity that brought together multiple legacy companies. Externally, the fresh, modern identity signaled the company's strategic transformation and gave sales teams a powerful conversation-starter with customers.
"The real value we bring now is in complete connection solutions," Spiegel said. "We're not just selling products piece by piece; we're partnering with customers to understand their problems and delivering measurable outcomes." The rebrand also unified the organization. "This gave everyone in our company one brand to unite under and feel part of," Spiegel said.
The Transform Awards North America, produced by Transform Magazine, are widely recognized as the premier competition for brand strategy and execution. Evaluated by senior marketers, brand consultants and creative leaders, the awards recognize projects that demonstrate strategic thinking, creative excellence and measurable impact. For more information about Belden's brand evolution, visit www.belden.com.
About Belden
Belden Inc. delivers complete connection solutions that unlock untold possibilities for our customers, their customers and the world. We advance ideas and technologies that enable a safer, smarter and more prosperous future. Throughout our 120+ year history we have evolved as a company, but our purpose remains – making connections. By connecting people, information and ideas, we make it possible. We are headquartered in St. Louis and have manufacturing capabilities in North America, Europe, Asia and Africa. For more information, visit us at www.belden.com; follow us on Facebook, LinkedIn and X/Twitter.
Belden and the Belden logo are trademarks or registered trademarks of Belden Inc. or its affiliated companies in the United States and other jurisdictions. Belden and other parties may also have trademark rights in other terms used herein.
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For more information, contact:
Mary Melchiorre
Manager, Corporate Marketing Communications
+1.514.207.6106
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