Honeywell Security Brands a New Direction

SYOSSET, N.Y. — From names like ADEMCO and Silent Witness going off the nameplates, to changes in its dealer rewards program to moves on its distribution policy, there have been several alterations at Honeywell Security.

The first changes will be seen in the coming months on the nameplates of Honeywell Security’s products, as names like IntelliSense and FutureSmart are removed in favor of a companywide “Honeywell Security” nameplate for all products.

While such brand names will continue to have associations with the products, the branding on the products themselves will be “Honeywell.” The strategy will not stretch to products in Honeywell’s Fire Solutions Group, including NOTIFIER and Fire-Lite.  “Honeywell has a great brand name and we’re embarking on a corporatewide initiative to leverage the strength of that brand,” says David Gottlieb, vice president of marketing communications for Honeywell Security.

Meanwhile, a name change is also the instigator behind an updating of Honeywell’s dealer rewards program that includes new travel and merchandise rewards. Honeywell Security Rewards takes the place of the previous ADEMCO Rewards program.

Honeywell Security’s other change is in distribution, where the IntelliSense line of Honeywell Security products will no longer go through independent wholesale distribution. Honeywell says the move is part of its branding initiative. In a letter sent to various independent distributors, Honeywell says that they have until March 16 to fulfill any remaining orders.

Honeywell’s letter has aggravated some loyal independent IntelliSense distributors. “Honeywell taking products away denies us continued access to the marketplace,” says Bob VanDillen, president of St. Louis’ Security Equipment Supply Inc. (SES).


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