It Takes Two, Brandstand
At one time, Joe Cassity, operations director for a three-store Florida-based chain, had a name for the company that was perfectly suited to it — Alarms Etc. But that was when there was more of a focus on the security side of the business. Today, the majority of the action is centered around car audio, car video and window tint. “If you’re a car audio shop, people assume that you also do security, but if you’re a security shop, then there’s no way that customers are going to think that you do anything but that,” explained Cassity. “Security will still be part of our business, but a much smaller part. We want to capture other business that is out there.” That was part of the catalyst for the company’s slow rebranding and a major reason for focusing the attention and efforts on just two of the chain’s locations. The new company, to be called Tunes-N-Tint, will include only the Lakeland stores now, both free- standing buildings, which are located between Tampa and Orlando. The 4,800-square-foot North Lakeland facility includes the showroom, install bay and warehouse. It is just seven miles down the road from the company’s second location, which is 6,200 square feet. “We are doing a new logo, but we’re keeping the Alarms Etc. as part of our name for at least a year,” said Cassity.
The Tunes-N-Tine website will soon be revamped to differentiate itself from the Alarms Etc. website.
“We didn’t want to alienate our customers.” The Tampa, Fla.- based Alarms Etc. will now be independently owned and no longer part of Cassity’s business. “We
are turning over complete ownership,” he confirmed. The Tampa store, says president Kenney Browning, will have a redone showroom, but will keep its distinctive black and yellow branding. “We’ll be doing more than the mainstream and might expand into marine and home audio as well.” As for Tunes-N-Tint, Cassity says the company plans to launch a new Facebook page (a firm has been hired to focus on that) and to revamp its website (
tunesntint.com) by the end of June.
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