Brinks Home Security Holdings Inc., a provider of residential and commercial security systems that spun off from The Brink’s Co. last fall, is changing its name to Broadview Security.
Irving, Texas-based Broadview Security will increase advertising spending by $70 million to $120 million in the next 24 to 36 months promoting both its new name and its Brink’s heritage, says President and CEO Bob Allen. The company on average spends $40 million each year on advertising.
More than 40 cable television stations will introduce Broadview Security beginning in July. The company will carry the tag line, “The next generation of Brink’s Home Security.”
The new name reflects the company’s wide range of security services offered to families and businesses, says Allen, a nearly 10-year veteran of the company. “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,” he says.
Brink’s Home Security Holdings Inc. 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.
The 26-year-old company, which has about 1.3 million customers in the U.S. and Canada, also recently announced it is hiring sales consultants and installation technicians.
For more details about the spin-off, check out SSI’s recent Hot Seat discussion with Allen.