Design The Planet

Brand Security

When you think security, what do you think of? Four out of five people I asked said “Brinks”.

brinks_broadview_comboGuess what Brinks is doing? No, they’re not buying a stadium; they’re rebranding! I do not understand changing a powerful brand that has household name recognition. I flipped when I heard the Cingular brand was on it’s way out, but it was being replaced by the even more well known and powerful AT&T brand. Brinks is changing their home security and business security to Broadview Security. I do not think Broadview Security has the same brand dominance as AT&T. I do like the additional of the term “security” to the name, but when you have a brand that is synonymous with an industry like Brinks is to security, I am okay not having the descriptive word in the name. I agree having a different look for the personal and business sides of the security business, but I would never suggest a name change for a company with as much brand collateral as Brinks.

brink_companyAccording to their website, Brinks is keeping the name for their “Global Security Transportation and Cash Logistics Company” so the brand will still be around. When doing some research for this post, I was even more surprised to find The Brink’s Company had a different logo.

We’ll see how this pans out over the next few years. One benefits going for Brinks & Broadview Security is the amount of money they can spend in advertising and branding the new company name. A  smaller company with a similar name recognition in a local or regional market would have a tougher time without that kind of spending power.

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3 Responses to “Brand Security”

  1. Jeremy says:

    I’ve also thought the same about Pepsi’s rebranding. And for what? Personally I think their new logo is terrible. And why would you change a brand that’s been around for over 100 yrs?

    I don’t think Coke would ever think of rebranding. Coke’s logo has changed little since they started in 1886. You can look at a Coca Cola ad from the 1920s and it looks virtually the same as it does today. I think it adds brand strength, but what do I know?

    It did seem to work for Walmart.

  2. Ryan says:

    I like the new mark. It’s softer and more comforting – less harsh than the existing logo.

  3. admin says:

    I agree the new mark is more comforting, but I disagree with the name change.