NEW YORK: Cognito is repositioning itself to highlight its integrated approach to financial communications.
In response to the market's trend of increasing integration among paid, earned, shared, and owned media, Cognito's new brand identity is based on core principles including financial services expertise, integration, global support, better metrics and reporting, and social media counsel and execution.
“One of the things driving our rebrand that is reflective of the market is the convergence of PR and marketing disciplines and the blurring of the lines between what were previously siloed solutions for the market,” said Cognito president Dan Simon. “We felt that, rather than just being a PR and marketing company, we wanted to refresh our brand and restate our commitment to being a fully integrated solutions provider for the financial services space.”
The firm's new tagline is “finance is different,” which refers to how the financial services industry has changed as well as its unique ability to affect the entire economy, Simon explained.
Cognito now requires its staff, including the design team, to go through “series 7 training,” which is akin to stockbrokers' exams, he added.
“Finance is different from consumer brands, and spaces like law or pets,” he said. “There is a high barrier to entry. You need knowledge.”
The firm has also redesigned its website, with new features including a blog, case studies, and social media integration.
“We are trying to live the brand through the website, not just asserting our expertise in the space, but demonstrating it,” Simon said.
Last December, Cognito named Tim Williamson as MD for the Asia-Pacific region, based in Singapore.