This may have gone largely unnoticed but it did catch my attention. Brink’s Home Security recently changed their brand name to Broadview Security and is spending $120 million to tell us about it, as discussed here, here, and here.

Broadview? Really? Is that the best the branding team at Landor Associates could come up with? Pardon my terminal preposition.

On Broadview’s web site, the new entity cheerfully announces "We’re now Broadview Security, the next generation of Brink’s Home Security." What does that mean? There is no linkage between Broadview and Brink’s to suggest a "next generation". If they are changing their name due to spinning off the business unit as a separate company, I can almost understand. But, how does that qualify as the next generation? Seems to be a reach. 

Another conundrum is their claim the new name "better reflects the wide range of services we offer you for your home and business". Oh, I get it, Broad = wide range of services and View = watchfulness. It took expert consultants and extensive research to arrive at that conclusion?

Brink’s Incorporated, the venerable security company established in 1859, is well known for armored protection of valuables, including those of Abraham Lincoln in 1860. The Brink’s brand evokes a "heritage of trust", withstanding the test of time. Except for the Great Brink’s Robbery of 1950, the Brink’s brand is untarnished.

The Brink’s Home Security brand comes from a single, unique and identifiable source. Conversely, Broadview Security lacks value, pedigree or heritage. It is not a brand — it is merely a name. 

In a time of cost-consciousness, value is tantamount. One might want bespoke services which the Brink’s brand implies but is completely lacking in Broadview’s undefined and generic moniker, which a quick search on bing™ or Google™ reveals. Notice I didn’t verb the brands?

Which would you prefer, the official looking Protected By Brinks Home Security badge or the restyled Broadview Security shield? 


Personally, when I think Brink’s I see a big Rottweiler eyeing you warily. With Broadview I imagine a yappy Chihuahua chasing its tail.

It is Arnold Schwarzenegger versus Arnold Stang. Who would you choose to defend your assets?


I’m surprised they didn’t follow the recent truncation trend to single-letter trademarks and just use "B" — or "BS", if you include the word security. It might have been as meaningful.

Brink’s was the better brand and had more muscle in my view. But if they were required to change their name they could have done better than Broadview.

Randall Hull, The Br@nd Ranch®


  • On October 31, 2008, Brinks completely spun off their home security unit so the parent company could focus on their core strengths of secure transportation and cash management services. I agree with Randy that the Brinks name has muscle from their long history of armored trucks, uniformed guards and bullet-proofed tires. Since HOME security doesn’t use those abilities (although paying for a couple of armed, jack-booted goons to chase my home invader has its appeal), spinning off the home business to preserve the prestige and perception of the Brinks name is a good move. Too many times, a recognized company will try to leverage their brands to subsidiary activities (remember the Cadillac Cimmaron? The Chevy with a Caddy badge?) and fail to understand the penalty to the core brand by dilution into lesser markets.
    Years ago, I worked with Weyerhaeuser (the lumber and building folks) after they had acquired a small savings and loan in Southern California to offer financing for construction projects. The S&L guys would have loved to become Weyerhaeuser Bank and gain instant recognition, perception of global scope and leadership in the building industry. Good deal for them, but not such a good deal for the parent as they would immediately look like they were competing with other finance companies already supporting building customers.
    I think the genius in introducing Broadview is the tagline “the next generation of Brinks Home Security”. Not many spin-offs get to use the parent brand at all and this links Broadview with the Brinks reputation but opens the door to an entirely new skill set.
    If I were ADT Home Security I’d be very concerned my former argument that Brinks was charging for more than needed was no longer going to be valid.
    Finally, the new Broadview wordmark isn’t a top ten design pick, but it does suggest a convenient, easy to use, consumer-focused service that won’t make my home look like an ad for armored trucks. It’ll be up to Broadview to build recognition and bring meaning to the sign with potential home invaders. Statistics show ANY sign out front is an affective deterrent if the neighbors don’t have one — why risk hitting a home that claims to have a security system when the one down the street looks easier?
    The decals on my windows say my house is protected by Master Security — 24/7 monitoring by Laurel Group, Inc. It’s all true — I live there 24/7 and I keep an eye out for burglars… haven’t been robbed since installing them!