Brinks Home Security Changes Name
Here’s what I think of instantaneously when I hear the name Brinks:
SECURITY
Apparently they’ve spun off some divisions but could have kept the name Brink. Here’s what the CEO had to say:
Broadview CEO Bob Allen said the company would have been happy to keep the Brink name, but licensing and taxation regulations would have been too pricey.
This name change is costing them 120 million dollars….
Too pricey Bob? Are you nuts? Keeping the name Brink is invaluable. It took generations to get to the point of a brand identity that Brinks had. It’s priceless as far as I’m concerned.
So what did they name the new company….wait for it….this cost 120 million…
Broadview Alarm Systems
Say it out loud a few times, because it gets funnier each time you say it…
What say you fellow branders, good choice?
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July 9th, 2009 at 3:09 pm
LOL! Holy Smokes – this is going to go down and one of classic blunders they talk about in b-schools. I thought AT&T killing Cingular wasn’t so smart and they didn’t have a quarter of the differentiation that the name Brinks brings.
This is almost as bad as Volvo changing their name…
Broadview? That’s a laugh riot!
July 19th, 2009 at 4:38 pm
This is really sad – Brinks IS the name you think of first when someone mentions Home Security and they’re changing the name to Broadview? I wish i could laugh about this but being a Brinks customer this actually makes me want to cry instead…Every time I say the name ‘Broadview’ out loud it makes me shed another freakin tear…I agree with Steven that this is going to go down as a huge mistake in the history of Business decisions and I will definitely be looking elsewhere for my Home Security needs…what’s that number for ADT?
July 20th, 2009 at 9:07 am
Broadview sounds like a name for a cable company doesn’t it?
July 21st, 2009 at 1:55 pm
Brinks spun off the home security side of the business a few years back, when they went public. At that time, they struck a deal giving Brinks Home Security ’till 2009 to change the name. Thus, the new name.
July 21st, 2009 at 4:30 pm
Yea, I read that. But they could have kept the name but chose not to…
August 22nd, 2009 at 3:01 pm
Broadview, in my opinion does not sound strong for a security system. Very weak suggestion. Needless to say, after my termination from Brinks Home Security for something I did not do, nor did I partake in, nor had any idea of what was really going on, it’s a shame the name Brinks has to die from the security business. If & when I purchase a home again, I will not be getting a system with such a name. ( Broadview)
Sorry Mr. Bob Allen !!
August 25th, 2009 at 11:35 pm
Broadview…. just don’t get what that has to do with protecting my family. Sounds like the name of one of those companies that used to make camera equipment and wants to try their hand at home security. If it were marketed as “Brinks Broadview” it would be better; the name Brinks is established, synonymous with safety, trust, strength. You just can’t avoid thinking of armored trucks with smartly dressed, professional security staff. They’re making a mistake not continuing to capitalize on that name. I’m afraid they’re going to regret this move.
September 13th, 2009 at 11:37 am
Was the name change done so that Brink’s like a lot of other companies do not have to honor unpaid DEBTS (pay the bills owed out by Brinks)?? Do we still have to pay out bills to Brinks- Broadview???