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NEWSWIRE
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ADT rebrands in Germany |
By Steven Sachoff - 08.10.2008 
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ESSEN, Germany--Security systems integration giant ADT is reorganizing its activities on the German market with a re-branding of its fire protection business, the company announced at the Security Essen trade show which opened here on Tuesday.
One part of the company's two-pronged initiative involves its fire protection solutions provider in Germany, Total Walther. With a history that runs back to 1874, Total Walther is a trusted, well-recognized brand on the German market, explained ADT's Jens Von Ebbe. For the past three years, Total Walther has been part of Tyco Fire & Integrated Solutions (TF&IS). Going forward, however, TF&IS will operate on the German market as Total Walther.
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At the same time, ADT is introducing a new global brand logo in Germany which replaces the blue rectangle logo previously used by ADT with a blue octagonal "Stop" sign and the slogan "Always there."
The end result, then, will see ADT approach the market with two distinct brands, ADT and Total Walther, said Von Ebbe.
The decision to refocus efforts on building the Total Walther brand stems in part from Germany's position as a leading global exporter, and the increasing trend of incorporating fire protection and prevention systems into heavy machinery. "Fire systems are now being built into huge machinery," said Von Ebbe. And with machinery exports booming to places like Dubai, the fire market holds a lot of promise, he said.
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