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Like its larger competitor VNU, which recently rebranded as Nielsen, the Stockholm-based Observer Group elected to regroup its disparate businesses under "one common name, and a uniform profile across all markets." But where VNU could adopt "Nielsen," 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 company names used in various countries to market a seamless spectrum of reputation tracking and media research services to international clients; this was counterproductive branding.  The Cision name will replace such media services brands (read "clipping services") 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 profitable growth."

Landor created the evocative Cision name and a wordmark graced with three points in formation. The points also provide elements used in a visual system. Broadening of scope is promoted by an informational tag ("Media Intelligence. Communication insights"). A strong visual-overbrand signature system for the heritage units begins the transition toward a monolithic system, and a unified brand. 

The launch was heavily promoted to narrowly targeted markets. Tony Spaeth

Landor (Chicago)

Submitted by: Tony Spaeth, 16/04/2007
Status: Confirmed by Ed Keller, Landor engagement director, 13 April 2007
Category: Information services
Country (HQ): Sweden