"They always say time changes things, but you actually have to change them yourself." - Andy Warhol
Brinks: Intentionally Discarding a Highly-Valued Asset, Brand Equity?
David Korobkin | Wednesday July 29th 2009
As I wrote in a recent blog, I only watch Network TV for the commercials. I laugh, I cry, and I write about the commercials which cause me to lose sleep. I haven’t slept since I saw this one.
I grabbed some images from their site, pounded on my keyboard and will send this to my New Media Protégé, Swat Khan for posting before bedtime tonight. Or I’ll have to find some Ambien.
2009 is the 150th birthday of Brinks, a deeply established brand.
2009 is when Brinks changed its name and abandoned their brand equity.
Hello? Is anyone home?
What’s with the background? Isn’t one of your brand attributes the protection of human lives?
Which name and logo conveys the feeling of safety and security for your family and your home? Will the two blue curved shapes above and below the word VIEW cause the bad guys to run from your home as they did when they saw the old name and logo.
Brinks = security, period.
Everyone knows that in their gut, except for the Brinks management team.
Let’s reminisce about the Brinks brand and their messaging. I remember a TV spot from years ago showing the vault door closing, causing a huge, strong, metal on metal locking sound. It was almost shocking, but it was true to their brand – security.
Let’s look at their key image and their new brand voice. Does it make you feel more secure?
When I saw this ad I thought of 411, not 911.
What happened to the tough looking uniformed security guard protecting my family? Is he no longer politically correct?
If Mr. Smiley represents the new Broadview brand image, along with their ten minute logo, I will rent the largest safe deposit box at my bank and keep my valuables there. The kids won’t be very comfortable, but it’s for their own good. It is also much cheaper than Mr. Smiley’s protection.
Does anyone have an explanation for this name and brand image wrong turn?
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Jack Arnold says
David, your website is great. I really like how it’s put together.
You pointed out some great stuff in this post.
I subscribed to your RSS feed and looking forward to your posts.
29 Jul 2009
David Korobkin says
Jack,
I appreciate your compliments regarding the site. Swat and I put in months of thought and sweat, and we are already working on version 2.0.
I am also pleased to learn that you enjoyed my blog. I am taking this opportunity to speak my mind. I am curious and observant and have wanted to encourage discussions about my observations.
Please share more about who you are and what you do. Perhaps I can find a topic for my next blog in which you would be especially interested. I may contact Brinks and ask them to explain their strategy. Who knows, there may be a great strategic reason for the change…
Thanks again for your good thoughts,
David
30 Jul 2009
Steve says
David, I agree with you 100%. I was scratching my head when I watched the commercial on their new name and image. It makes no sense to me. They should have called you and asked your opinion.
Steve C
http://www.promacs.com
Onsite Computer Support
01 Aug 2009
David Korobkin says
Steve,
I am trying to contact Broadview to request their strategy or at least their thought process which supported this insane name change. Perhaps they will be starting a cable TV company soon.
Thanks for your input and I’ll keep you posted,
David
02 Aug 2009
Brinks Security is a Known Leader in the Security World « WETONG Blog says
[...] » Brinks: Intentionally Discarding a Highly-Valued Asset, Brand … [...]
09 Sep 2009
Dennis Van Staalduinen says
Brilliant commentary. Spot on David.
Shame on me for missing it on Beg to Differ. But now I don’t need to, so thanks,
I can’t imagine on what planet this touchy-feely, new-age-guy approach could possibly sell security solutions. Just the name “Broadview” has the completely wrong tone.
09 Sep 2009