Brink's Home Security Holdings announced that it is changing the name of its home and business security offering to Broadview Security. To celebrate the new brand name, President and CEO Bob Allen and select employees will ring the opening bell at the New York Stock Exchange. The company noted that its NYSE trading symbol, "CFL," which represents its mission to create "Customers for Life," will remain the same.
"Our new name, Broadview Security, captures the essence of who we are and what we do," said Allen. "It stands for the active protection we provide to families and businesses through the wide range of security services we provide. 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."
An estimated incremental US$70-120 million will be invested in the establishment and development of the new brand over the next two to three years. The majority of the investment will be focused on direct response television advertising with media buys across over 40 cable networks. The new advertising campaign will break on July 6, introducing Broadview Security and carrying the heritage line "the next generation of Brink's Home Security" for a period of time.
"Our customers can expect the same high-quality service from our dedicated employees that has kept our company at the forefront of the security industry for the past 25 years," said Allen.