Home Alarm Phoenix Update About Brinks to Broadview Name Change

Lots of rebranding talk for home alarm Phoenix’s Broadview Security earnings call. When they changed their name from Brink’s Home Security to Broadview in June, CEO Bob Allen said they’d spend between $70 to $120 million on re-branding over the next two to three years. Today Allen said they’ll spend less, likely between $60 to $90 million.

Seems the Broadview name is catching on nicely. Allen said “over the last four months we’ve been watching closely cost-per-sales-opportunity” and “tempering that with research that measures brand awareness.”

What are they seeing? “Steady growth in brand awareness,” and “we feel we’re on a good trajectory and feel comfortable lowering the range [of expected expenditure],” Allen said.

So, “will they take the extra cash, and do a stock repurchase?” one analyst wanted to know. Not right now, Allen said, they want to make sure they’ve got the cash on hand if they need it.

Home Alarm Phoenix’s Broadview spent $10.6 million on rebranding during Q3. They’ll continue to spend about 75 percent of marketing budget on rebranding efforts, though there is clearly some crossover, Allen pointed out, since rebranding certainly enhances other marketing efforts.

Broadview was second-guessed by many in June, when they decided to move ahead so quickly with rebranding. Today, Allen said they’ll be stepping it up again. Allen said they’ll be trying out some new commercials that do not carry the tagline “The Next Generation of Brink’s Home Security.”

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