Perry Brink started a cartage business in Chicago in 1859, evolving it into one of the most well-known brands in history. When you see a "Brinks" truck delivering or picking up money at a business, you think security, confidence and trust.
The brand successfully was transferred over to their home security business starting in 1983.
But now, the company is abandoning the Brinks Home Security name as part of the spinoff of Brink's Home Security Holdings from its parent.
The company will change its name to Broadview Security. The brand created by Landor & Associates.
To make the transition, Brink's Home Security is embarking on a two-year, $70 million to $120 million marketing plan to rebrand as Broadview Security. As part of its transition, the new company is employing the tagline, "The next generation of Brink's Home Security."
They've got quite a challenge in front of them. Trying to transfer one of the most well-known brands in the business to a different name is a Sisyphean task.
Sources: Adweek and Advertising Age
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