Entergy Security was a new regional player with no market awareness,
competing against longstanding national brands. Their target market
perceived their product – home monitored security – as a "convenience"
rather than a "necessity". The Entergy system was not easily
distinguishable from other home monitored security systems.

• Establish a brand identity reflecting capable, trustworthy
  experienced service
• Distinguish Entergy monitored security from similar systems
  
• Communicate the need for monitored security, moving it from a
  "nice-to-have" to "must-have"