Here’s what I think of instantaneously when I hear the name Brinks:
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?