New: Name, logo and overbranding
Launched: April 2, 2007
Story in brief:
Like its competitor VNU,
which recently rebranded as Nielsen, the Stockholm-based
Observer Group has elected to regroup its disparate businesses
under "one common name, and a uniform profile across all
markets." But where VNU could chose to adopt its best brand
name, Observer felt it had no comparable asset and chose the
harder (and bolder) path of name creation.
Previously, "Observer" was one of ten acquired company names used in
various countries to market diverse "reputation tracking and media
research services" (like PR clippings). But if your vision is to
offer a seamless spectrum counsel as well as data to multinational clients, this was
counterproductive branding strategy.
The Cision name will replace such media
services brands as Bacon's Information and Delahaye in the U.S.,
Bowdens and Verbatim in Canada, and the overly passive "Observer" name
throughout Europe. Said CEO Flyborg, "Operating under a common
brand, we enhance our global leadership, increase efficiency,
strengthen our competitiveness and create better conditions for
C.E.O. - Niklas Flyborg, President and CEO
Identity counsel, naming, and design - Landor (principally Chicago)
Name: In about three seconds, I got past "this
sounds odd and looks incomplete" and got to "I get it, precision...
What do they do?" followed shortly by "Oh; how appropriate!"
It is thus a name that should seat very quickly.
Design: Clean, elegant and to the point (all three of them,
flying in unison).
the former Group brand,
and some of its former sub-brands: