As you may recall, back in October, Randall Hull of The Br@nd Ranch® wrote about the Brinks Home Security re-brand to Broadview Security, in his post Will Any Old B-Word Do?
This was Randall’s assessment:
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 recently snapped the above photo showing the Broadview Security logo in the window of a retail business, so it appears the re-brand has extended beyond home security to commercial as well.
Seems to me Randall’s skepticism about the strength (or more properly, the lack thereof) of the Broadview name is even stronger in the context of commercial security.
What do you think? Is this re-brand doing its job?