Brink's Home Security is now Broadview Security

IRVING, Texas--Brink's Home Security will change its name to Broadview Security, Bob Allen, president and CEO, announced today.

The tagline on the new logo is: "The next generation of Brink's Home Security."

"The name, Broadview Security, really does represent the wide range of services we offer and brings to mind the active protection we deliver to homes as well as businesses," Allen told Security Systems News. Over the past three years, Brink's Home Security has quietly expanded its commercial business. Expect that expansion into commercial security and new services to continue, Allen said.

To celebrate the introduction of the new brand, on July 1, Allen will ring the opening bell on the New York Stock Exchange. Allen will be joined on the podium by eight employees, who were selected based on essays they wrote about why they'd like to attend the event. The employees include Dennis Stricklin of Best Security, a dealer in Little Rock, Ark.

Brink's Home Security spun off from its former parent, The Brink's Company, on October 31, 2008. As part of the spin-off, Brink's Home Security was required to change its name within three years.

The roll out of the new name begins in earnest today with "a conference call with all branch offices and dealers that will go through a presentation and give an overview of branding plans," Allen said.

Over the next two to three years, the company expects to spend between $70 million and $120 million on marketing the new brand. The bulk of those funds will be spent on direct response television advertising; a new campaign will begin July 6 on 40 cable television stations.

Broadview is offering dealers many resources in the transition. In addition to the conference call today, all branch offices and dealers received a celebration kit "with some jazzy stuff including balloons and banners with the new name," and a starter kit that includes new materials including yard signs. Dealers have a special Web site where they can go to find out extensive information about the new brand and marketing guidelines. There's a customer Web site as well, for information.

Customers have been notified about the pending name change and will receive a letter July 1 or 2, announcing the new brand and logo, Allen said. 

"We are really excited about the new name," Allen said. "We're proud of the heritage with Brink's over the past, almost 25 years." What matters most in today's economy, he said, is that "we're profitable, growing, we've got 1.3-million customers, and we're the industry leader with customer retention."

Noting that "the Brink's name, if it's not iconic, it's pretty close to it," Allen said the organization is looking forward to "the next generation of Brink's and making Broadview Security an icon in the security realm as well."

Check www.securitysystemsnews.com for continuing coverage of Brink's rebranding, as well as coverage of the Stock Exchange ceremony on July 1.