FLUENT IN DATA
Taking a category leadership position and moving upstream to appeal to a new audience by emotionalising tech and launching a premium rebrand.
CHALLENGE
Cognism is a leading B2B sales intelligence and data provider with a genuinely superior product. The problem? They'd fallen into the trap of every other player in the category - trying to outshout the competition with the same rational claim: "my data is better than your data."
Cognism's vision is to become Europe's leading sales data company, with a focus on mid-market and enterprise business.
To help them stand out and resonate with this audience, they needed more than a sharper product story. They needed to relaunch with a new brand positioning and rebrand that felt premium, claimed category leadership, and broke the rules of B2B by taking the emotional high ground over the rational feature-and-benefit approach everyone else was stuck in.
OUR
TRANSFORMATIONAL
APPROACH
We know customers aren’t compelled by the promise of ‘better data’. What they really care about is how they achieve results and ultimately drive business growth.
Better data only matters if it leads to better conversations and better conversations only happen with the right people.
So we built our strategy around a simple human insight: relationships drive business forward.
This is where Cognism's approach to data goes beyond the category. Rather than volume-led lists of names and email addresses, they bring a deep understanding of people, markets, moments and intent signals - helping you find the right person, at the right time, with the right context. Particularly vital in Europe, a complex, highly regulated market where no two countries behave quite the same. That's the difference between data and data fluency.
To relaunch the brand and deliver on Cognism’s business strategy, we used our 3D brand building approach to help them achieve their goals;
Differentiation: Focusing on the emotional benefits that better data provides, Cognism could take a leadership position and elevate above the category conventions.
A new brand narrative differentiated them in market with a simpler, clearer, more humanistic tone of voice.
And our positioning: anyone can translate data, but only Cognism is ‘Fluent in data’ created a rich brand platform to relaunch the brand.
Distinctiveness: A distinctive new brand identity, with a premium, vibrant and modern aesthetic, brought this to life and put people at the heart of data.
Dramatisation: We dramatised the insight that the right relationships are only possible when you know you are talking to the right person, through showcasing the benefits and consequences of good and bad data - with wit, intelligence and a humanity that created standout in the B2B world.
The work was designed to move customers from awareness to consideration and conversion - both growing the market and driving immediate impact.
Launched across TV, LinkedIn, podcast, display and social, every touchpoint reinforced the same message: Cognism doesn't just give you more contacts. They give you the right ones.
THE
RESULTS
The campaign launched in April 2026, and is already performing above benchmarks, proving it is highly resonant with target audiences, and reporting a significant increase in qualified marketing leads.
A premium rebrand, a category leadership position, and a platform built to grow with the business.
A website can only say so much. There’s nothing like a conversation.
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