A new brand transition, such as the one undertaken by Securitas Electronic Security as it transitioned from Diebold Security, is a significant undertaking and requires a tremendous amount of coordination and actions, much like a large-scale enterprise security project.
In February 2016, Diebold Security, one of the largest security providers in North America, became part of Securitas AB, an $8 billion plus global provider of guarding and other security services and solutions. The result was the formation of Securitas Electronic Security Inc., a North American electronic security organization within the Securitas family of businesses. Bringing these two prominent brands together provided a significant opportunity for the business and its customers and took a well-thought-out and executed marketing plan for a brand transition.
From early on, the Securitas Electronic Security (SES) team sprang into action to begin crafting a thoroughly comprehensive plan to stand up the business and rebrand the organization. The Securitas transaction was quite unique: Instead of a cost synergy model where the primary goal is to reduce operating costs through office closures, layoffs and other cost reductions, the Securitas model was based on commercial synergies by growing the business — building out infrastructure and talent, and making additional investments.