"Announcement of MONI rebranding to Brink's Home Security"

Rebranding Report: MONI Rebrands to Brink’s Home Security

Security Sales & Integration reported that after rebranding from Monitronics to MONI less than two years ago, the company has become the exclusive licensee of the Brink’s Home Security brand. Brink’s Home Security was spun off from The Brink’s Company in 2008 and changed its corporate name to Broadview Security in 2009 as a requirement of the spinoff. Broadview Security was acquired by Tyco International 2010, and its services were transitioned to the ADT brand. There are two federal registrations for the BRINK’S HOME SECURITY mark, which are owned by Brink’s Network.

MONI is one of the largest home security companies in the U.S. with about one million subscribers. Peter Giacalone – a Security Sales & Integration columnist – opined that the reason MONI pulled the plug on its rebrand so fast was because “[t]he MONI brand really had no great impact or history.  It was a good thought at the time, but pales in comparison to resurrecting the Brink’s brand.” First year royalties for the BRINK’S HOME SECURITY mark are reported to be about $5 million.

This story demonstrates what we discussed in a prior post that brand drives revenue. If you have the opportunity and financial means to step into the shoes of a recognized brand, it may be hard to turn that opportunity down, which is what MONI apparently was presented with.

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