New Broadview Security TV commercial

So I just saw my first prime time, broadcast network commercial for the brand-spanking new Broadview Security, formerly Brinks Home Security. It happened very quickly... I definitely saw the new logo and got the sense that they were there to protect me, which is good, and they certainly aren't wasting any time in educating the public on who they are and what they do. But the thing that sticks in my mind most was the (so it seemed to me) overly emphasized, prominently featured words "Rapid Response," which appear in all the Broadview Security commercials online at YouTube. I'm no expert, but isn't there some brand dilution going on there? Isn't this kind of like McDonalds airing a line of commercials in which they say "We're the king of the burgers, the veritable burger king!"? Interesting. I saw it on FOX while watching "Family Guy" reruns, so take my opinion with a grain of salt. Keep your eyes open for it.


There may be something in the overly emphasized use of the term "Rapid Response", however, that has been a pretty generic promotional term used by many companies for years. I think it will slowly be replaced by "Verified Response" as we move in that direction, but for now the brand you mention will have to put up with it.

Also, something I didn't consider, but which my editor, Sam, pointed out to me is the fact that RR doesn't really have a consumer face, so end users aren't really faced with brand confusion in this case.