Brink’s Home Security Holdings Inc recently announced that it has changed the name of its home and business security offering to Broadview Security. To celebrate the new brand name, President and CEO Bob Allen and select employees rang the opening bell July 1 at the New York Stock Exchange. The company noted that its NYSE trading symbol, “CFL,” which represents its mission to create “Customers for Life,” will remain the same.

“Our new name, Broadview Security, captures the essence of who we are and what we do,” said Allen. “It stands for the active protection we provide to families and businesses through the wide range of security services we provide. It represents our long-standing commitment to deliver peace of mind to our customers. Broadview Security provides a strong platform to continue our growth through the expansion of our security offerings.”

Spin-Off
The company spun off as a separate publicly traded entity from its former parent 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. This week’s announcement marks the introduction of the new brand, Broadview Security. The corporate name will be changed sometime in the near future, pending requisite shareholder approval.

Securing the Future
The introduction of Broadview Security represents the biggest marketing initiative in the history of the company. An estimated incremental $70 – $120 million will be invested in the establishment and development of the new brand over the next two to three years. The majority of the investment will be focused on direct response television advertising with media buys across more than 40 cable networks. The new advertising campaign will break on July 6, introducing Broadview Security and carrying the heritage line “the next generation of Brink’s Home Security” for a period of time.

Allen said, “We are putting considerable marketing support behind the new name by embarking on the biggest ad campaign in the company’s history – doubling our media spending in the second half of the year.”

“Our customers can expect the same high-quality service from our dedicated employees that has kept our company at the forefront of the security industry for the past 25 years,” said Allen. “We are very excited about the new brand name, Broadview Security. We believe we are exceptionally well-positioned for continued growth in our customer base, revenues, and profits.”