Transforming a global security business into a glocal brand with purpose

The well-known global security brand Brinks has been operating in Mauritius and the Indian Ocean region for the last 15 years. On the occasion of this major milestone, we are currently accompanying Brinks in its repositioning, communications, customer experience and employee engagement initiatives.

At the beginning of the exercise, we conducted an extensive discovery process, involving stakeholders’ interviews (including employees, customers, partners and press members), benchmarking, mystery shopping, market trend analysis and brand communications audit. Through our findings and a very enriching and creative envisioning workshop with Brinks’ Top Management, we unlocked the brand’s power and new brand promise “Feel secure, Live Safe” in a post Covid world. We then simplified the brand architecture with a clear and logical hierarchy, leveraging Brink’s strong corporate master brand. We are now starting to reveal our new promise and communications to our various audiences. To be continued…