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Brink’s Home Security Becomes Broadview Security
Second-largest alarm company will increase advertising by between $70 million to $120 million to promote new brand.
Brink's Home Security Holdings, Inc. is changing the name of its home and commercial security business to Broadview Security.
Brink's Home Security Holdings was spun off from former parent The Pittston Company on October 31, 2008. As a condition of the spin-off, the company was required to change its brand name and corporate name within three years. After much speculation in the industry, today's announcement marks the introduction of the new brand.
To celebrate the new brand name, president and CEO Bob Allen and select employees will ring the opening bell tomorrow at the New York Stock Exchange. The company noted that its NYSE ticker symbol, "CFL," which represents its mission to create "Customers For Life," will remain the same.
Allen says the new name "reflects the wide range of security services we offer and the active protection we provide."
The company says the new brand will be supported by a major marketing investment of an estimated $70 million to $120 million over the next two to three years. The majority of the investment will focus on direct response television advertising. The new advertising campaign will break on July 6 on over 40 cable television stations, introducing Broadview Security and carrying the tag line "the next generation of Brink's Home Security."
Irving, Texas-based Broadview Security has more than 1.3 million customers. ADT is the largest alarm company in the United States.
What do you think of the new name?
Brink's Home Security Holdings was spun off from former parent The Pittston Company on October 31, 2008. As a condition of the spin-off, the company was required to change its brand name and corporate name within three years. After much speculation in the industry, today's announcement marks the introduction of the new brand.
To celebrate the new brand name, president and CEO Bob Allen and select employees will ring the opening bell tomorrow at the New York Stock Exchange. The company noted that its NYSE ticker symbol, "CFL," which represents its mission to create "Customers For Life," will remain the same.
Allen says the new name "reflects the wide range of security services we offer and the active protection we provide."
The company says the new brand will be supported by a major marketing investment of an estimated $70 million to $120 million over the next two to three years. The majority of the investment will focus on direct response television advertising. The new advertising campaign will break on July 6 on over 40 cable television stations, introducing Broadview Security and carrying the tag line "the next generation of Brink's Home Security."
Irving, Texas-based Broadview Security has more than 1.3 million customers. ADT is the largest alarm company in the United States.
What do you think of the new name?
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About the Author
Jason Knott, Editor, CE Pro
Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California.
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