Case study of rebranding of company that had made multiple acquisitions.

1. ScreamingMedia – one of the early dot.com
companies – had made two acquisitions: Stockpoint
and Inlumen . This changed their original business
model – redistributing content from a broad range of
primarily business and consumer publications to
websites that needed ear-time information. With
Stockpoint and Inlumen, the content was primarily
financial data and up-to-the-minute market news. In
addition, Screaming Media was now getting involved
with of new content distribution methods – mobile
phone, in-flight airline systems, etc.
ScreamingMedia needed a new name , a new logo, a
new look and a new story that not only spoke to each
market they were now addressing:
 Financial services
 Business Information
 “Access” (non-Web based distribution of content)
But also presented a a cohesive company image for
shareholders and for potential acquirers.
Pinnacor name and new logo were more “business-
like” than ScreamingMedia and neutral enough to play
well in all markets.
Creation of a new Pinnacor “story” made it clear that
this was a cohesive company that was repurposing
underlying content and technology to serve multiple
markets.
Organization of website by markets served ,and
market-specific brochures and sales sheets supported
each business unit.
Rebranding of all company stationery, business cards,
invoices, company signage., and all demo websites
completed effort.
Announcement of name change and the structure of
the three business units for customers, partners, active
prospects, etc. and ads in Fortune Magazine with new
name and with focus on specific business units took
the rebranding public.
PROBLEM: SOLUTION:

2. Financial Services Business Information Access Solutions
Website Home Page

3. Business Unit Landing Page
Financial Services
Business Information
Access Solutions

4. Access Solutions
Business Unit Brochures
Business InformationFinancial Services
C
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V
E
R
I
N
S
I
D
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5. Corporate Image
Website: Company Landing Page
PowerPoint Template
Sales Proposal Cover
Blue, Green and Amber colors from
three business units are combined with
gray to create the corporate image.

6. Stationery
Envelopes
Business Cards
Invoices
Office Signage
… reflect the brand
Corporate Image

7. Rebranding Announcement
Translucent envelope
holds triangle-shaped
announcement that
opens up to reveal the
three business units.

8. Rebranding Announcement
Two full-page ads placed in Fortune Magazine