“We are trying to carve out a space as the premiere provider of professional monitoring in the industry. This due diligence of sorts brought into focus other attributes beyond brand recognition that play well in the marketplace. The company also received brand awareness analysis from Brinks, which in turn was confirmed by their internal research. Working with an advertising agency, Gardner said MONI conducted extensive research on the Brinks brand. But Gardner and his associates have done their homework to assure consumer familiarity with Brinks remains high to this day in the home security market. That’s a long time - almost nine years - for a brand to be dormant in a specific market niche. In 2010, Broadview was acquired by Tyco Int’l for $2 billion and merged with ADT. Long a mainstay in the residential market, Brink’s spun-off its home security division in 2008, relaunching it a year later as Broadview Security. It is very incentive based.” Tapping Into Vast Brand Equity We structured the deal in a way that we both benefit from the new Brink’s Home Security company growing faster.
“The way we worked out this deal is good for Brink’s because they are monetizing a brand that is still very valuable. “We got together and we thought it was still a great thing to do for us, even though we branded to MONI,” Gardner said. Pertz proved enthusiastic to MONI’s overtures. (NYSE: BCO) board of directors appointed Douglas Pertz as president and CEO. Talks would eventually begin to heat up again when The Brink’s Co. MONI remained in communication with Brinks.
We weren’t able to come to terms it wasn’t an option for us at that time.” “The first time we looked at rebranding the company that was the thought we had. “We have been thinking about it for years even before I arrived at Monitronics ,” he said. Jeff Gardner, MONI’s president and CEO, told me Tuesday the deal with Brinks was consummated during the past few months, but had actually been deliberated long before an agreement was ever sealed. Yet cutting a licensing agreement to assume the iconic Brinks moniker could have happened much sooner had some executives at MONI, a subsidiary of Ascent Capital Group (Nasdaq: ASCMA), had their druthers. The announcement came as a huge surprise to most industry stakeholders, considering the company rebranded from Monitronics to MONI less than two years ago. But beyond that, it’s also compatible with many smart home products through its use of Z-Wave, a popular smart home protocol.DALLAS - We learned Monday that MONI Smart Security will be remade into Brinks Home Security in an effort to supercharge the company’s brand awareness in a sector increasingly populated by blue chip marketers. You can create an indirect smart ecosystem by connecting everything through Alexa or Google Assistant, but you won’t be able to access those products from your SimpliSafe app.Īs discussed in the Equipment section, Brinks offers locks, thermostats, garage door openers, smoke alarms, carbon monoxide detectors, and other smart home connectivity devices. Sure, it sells its own locks and smoke detectors, and it’s also compatible with August locks, but it works with almost none of the leading smart home products. It connects with minimal smart home devices, while Brinks connects to quite a few (and also sells several helpful home automation items).įor being a leading home security brand, SimpliSafe has surprisingly little integration. Automation isn’t SimpliSafe’s strong suit.
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