2. A modern brand and
forward-leaning culture
are critical enablers
of our growth strategy
3. 3
Launch Recap
After months of anticipation,Dun & Bradstreet’s modernized brand was
revealed to employees worldwide on March 9, 2015, and shared publically the
next day.
Employees were impressed by the execution of the reveal, and shared feelings
of excitement, pride and an eagerness to ‘hit the ground running.’
Media coverage on March 10-12 garnered more than 293.4 million impressions
through broadcast and online media interviews which included CNBC,
Bloomberg and Fox Business News.
From a messaging perspective, employees say our modernized brand is
meaningful and relevant in today’s business environment.They also shared
feeling value in the connection of our past to our future, and appreciated how
well the brand purpose and values tied together into an easily-understandable
narrative with which they immediately connected and wanted to share with
others. Employees also shared sentiment that the new logo uniquely
illustrates our story in a meaningful and versatile way.The logo continues to be
a consistently hot topic of engagement on Chatter.
Externally, communicating our modernized brand was well-messaged. Dun &
Bradstreet was consistently featured with no mention of competitors or peers.
All coverage was either positive or neutral in tone and included focused
messaging on our brand and business perspective, with a focus on data. Use of
real-world examples crystalized Dun & Bradstreet’s value to our customers.
Whether in the post-launch celebrations, through media coverage, values
roundtables, conversation on Chatter or informal exchange, employees and
the industry at large were highly energized by the launch activities surrounding
Dun & Bradstreet’s modernized brand. Dun & Bradstreet was successful in
eliciting interest and excitement for the company’s future.
5. Our approach:
Leverage an omni-channel approach to
create an emotional connection between all
employees and our brand purpose and
company values
Pre-Launch Teasers
•Via email, targeting all global employees
Brand Reveal
•Circle in the round set up, engaging experience, 3 events worldwide
Day 1 celebrations
•Local celebrations at the different sites to mark the occasion
Roundtable discussions
•Build on momentum, share thoughts and answer questions
Social
•Social collaboration and crowdsourcing to share stories and create
connections
Corporate Social Responsibility Program launch
•Building on inherently generous and modernized brand momentum
5
8. Brand Reveal
“I’m really impressed with the award-
winning show. I loved the intro excitement
and build up from the start.All of the
thought that went into this was amazing and
we all [Marlow] couldn’t stop looking at it
and smiling.”
– Sharon Egan (Marlow)
3
10+
5174
Events
March 9 & 10
Countries
Global representation
Employees
Worldwide participation
8
“Team members were really energized
around our purpose and our values.They
overwhelmingly felt connected with the
vision from senior leadership and thought
the approach to modernize our brand was
brilliant!”
– Kathleen Atinello (CenterValley)
“Really great roll-out. I can still feel the excitement and enthusiasm all the way in Cleveland! I
loved the grand entrance by Bob, Rishi and JRD!”
– Darcy Fitzgerald (Cleveland)
It's very apparent to our team that this
was an incredibly thoughtful process and
the connection of our past to the future
really resonates.An exciting time to be a
part of Dun & Bradstreet.”
– Matt Bartkavage (CenterValley)
“This was the bestTown Hall we’ve
had in Dublin since opening nearly 4
years ago.There was only standing
room and there was such a fantastic
buzz!”
– Karen Byrne (Dublin)
North America/Europe/Latin America Event:
9. “What a transformation!We were
riveted by everything on the screen
and everything Rishi, Bob and JRD
were saying.”
– Isha Mohanty (Mumbai)
Brand Reveal – Asia/Pacific Events
9
“It was a great experience going through
the rational of the refreshed brand with Bob,
Rishi and JRD. I loved the creative
expression, the elaboration of ‘WhoWe Are’
and especially the importance of the
new, modern Dun & Bradstreet.”
– Samiran Ghosh (Mumbai)
“Thank you for the high-energy, funTown Hall for the India team.We are living our
values already and it was inherently generous to have this meeting so early for the
team in the U.S!The new brand identity, brand purpose are truly inspiring and
exciting. Can't wait to showcase it to all our customers!”
– Pawan Bindal (Mumbai)
“There was a lot of “wow" and a lot
of happiness when Rishi revealed his
T-shirt with the new logo. Thank
you Rishi, Bob and JRD for all of the
great planning for us in Hong Kong.
We loved it so much!”
– EvangalineWong (Hong Kong)
“Feels great to witness the re-branding
of Dun & Bradstreet and to continue
being a part of the ongoing positive
changes!”
-Abhay Bhat (Mumbai)
Employees in the Asia/Pacific markets were excited for the reveal,
impressed by the new brand and values and overwhelmingly grateful for the
Town Halls held specifically for their markets.
“Thank you so much for a charming day
in my life.”
- Frank Chen (Beijing)
“Team members enjoyed experiencing the
new brand in Australia. It is truly
BEAUTIFUL!”
-MarcusWadds (Melbourne)
11. Melbourne
Values Roundtables
Held at 30 locations worldwide
following the March 9 reveal, the
global values roundtables
reinforced the messaging shared at
the town hall and provided a
forum for employees to share
reactions, feedback and ask any
questions they had related to the
modernized brand, purpose and
values.
Half of our global employee
base participated in the
roundtables.
Taiwan
Inherently
Generous
Relentlessly
Curious
Data-inspired
Hong Kong
Marlow
Taiwan
OurValues
11
12. Melbourne
#ModernDNB
Immediately following the Brand Reveal Town Hall, employees took to Chatter
and shared overwhelming excitement and their pictures infused with our
modernized brand. All comments were positive and the two most used words
by employees when conversing on the topic were excited and proud.
The momentum on Chatter was at its
highest on March 9 and 10 while the Town
Halls and launch parties were taking place,
but continued throughout the week as
people shared pictures and recaps from
the global values roundtables.
Weekly Chatter posts have averaged at
270 over the past 6 months. During the
week of March 9, there were 685 posts
with the #ModernDNB or #Me&U
hashtags, including 415 pictures shared.
Additionally, there were 460 comments
made by employees.
12
Recent Chatter Activity
0
250
500
750
1000
1250
1500
1750
2000
2250
2500
Feb. 23 - 27 March 2 - 6 March 9 - 13 March 16 - 20
Posts
Likes
Comments
13. Living Inherently Generous
13
On March 17, we introduced our new Corporate Social Responsibility
(CSR) program focused on 3 core components:
VOLUNTEERISM
GLOBAL
GIVING
DUN &
BRADSTREET
SIGNATURE
PROGRAM
Through the Do Good site, we expanded
our matching program globally, giving
employees the option to donate to more
than a million charities within the system.
Dun & Bradstreet will match personal
donations up to $300,000 USD annually
companywide.
20%
$13,000
Employees
Created profiles within 4 business days
Donated
Through the system
“This is a huge improvement over the old matching gifts process. Much easier to use, I love it!”
- Robin Davies, CenterValley
14. Launch Week Signage
14
17Global Offices
New reception signage covering 70% of employee population
NewYork City
Dublin
Mumbai CenterValley
Short Hills
16. Media Coverage
16
All media coverage was positive in tone (100 percent) and focused on
Dun & Bradstreet’s modernization, from its move into digital delivery to
the importance of data in business relationships.
CNBC Squawk Box
Featured segment with CEO Bob Carrigan to discuss the
company’s new growth strategy and the revitalization of its
global culture. Interviewed by Joe Kernen, the segment
included Bob’s take on improving value and relationships
with strategic data to predict what is next as part of Dun &
Bradstreet’s growth strategy (CNBC , 3.9.15)
• The segment “D&B:Turning Data into Dollars” also posted
to the following news sites: NBCNews.com,Yahoo! Finance,
MSN.com
BloombergTV – Street Smart
Featured segment with CEO Bob Carrigan discussing the
opportunities and challenges in modernizing an established
company. During the interview Bob discussed the
company’s new strategy and values, including how Dun &
Bradstreet is uncovering “truth and meaning” in data.
(BloombergTV, 3.10.15)
• The segment “Reinventing a 173-Year Old Company” also
posted to the following sites: St Louis Business Journal, Dayton
Business Journal,Yahoo! Screen
Featured Bob Carrigan in a nine- minute interview with
the show host to discuss the company’s new strategy and
values, including how Dun & Bradstreet is uncovering
“truth and meaning” in data. (Bloomberg Radio, 3.10.15)
Bloomberg Radio – Taking Stock
17. Media Coverage - continued
17
Wall Street JournalVideo - Moneybeat
Host PaulVigna interviewed Bob Carrigan to discuss
how the company adapts to the changing Fortune 500
landscape and the delivery of big data. (WSJVideo,
3.10.15)
• Wall Street Journal’s MoneyBeat blog also posted
the video and published an accompanying
synopsis entitled,“How DoYou Keep a 173-Year
Old Company Relevant? Dun & Bradstreet Has
an Answer” which tee’s up Bob Carrigan’s
interview. (WSJ MoneyBeat Blog, 3.10.15)
• The following sites posted theWSJ MoneyBeat interview:
Boston.com, iMarket Reports,American Banking & Market
News
TheStreetVideo –
Global Big Data Push Paying off Big Time
CEO Bob Carrigan sat down with TheStreet’s
Gregg Greenberg to discuss the company's
growth plans and partnerships.
(TheStreet, 3.12.15)
Fox Business – Focused on Growth in Business
CEO Bob Carrigan discusses the company’s new strategy focused on helping companies grow
valuable relationships with host Maria Bartiromo. (Fox Business, 3.12.15)
• Journalist Maria Bartiromo posted on her Facebook
page a link to her interview with D&B CEO Carrigan.
Her post reads:“D&B focuses on growth in business
http://ow.ly/Kfl0R @BobCarrigan @OpeningBellFBN
@FoxBusiness” (Facebook, 3.12.15)
• Additionally the following sites posted the Fox
Business interview:Yahoo! Screen, MSN.com,
MyInforms.com
18. Media Coverage - continued
18
Adweek,February 16, 2015
Dun & Bradstreet's CEO Wants His Data to Power a World Gone Programmatic, B-to-B
analytics service aims to be 'a modern industry leader'
We're looking at modernizing this company in all its elements.
AdExchanger, February 17, 2015
Dun & Bradstreet Eyeing Programmatic
B2B marketing data appears in vogue.
Forbes, February 26, 2015
CMOs From ADT, D&B And Harley-Davidson Recognized For Courage
To Be Bold
Additional pickup in Direct Marketing News:
VentureBeat,March 5, 2015
Announcing theVB CMO Council
Includes Rishi Dave
eMarketer, March 6, 2015
Dun & Bradstreet CMO Sees MarketingTechnology as Integral Part of GTM Execution
A growing number of marketing executives are harnessing the power of technology to drive better
business results.
ZDNet, March 16, 2015
Dun & Bradstreet: Big data dealer to the Fortune 500
Dun & Bradstreet CEO Bob Carrigan and team just unveiled a brand overhaul that modernizes a
company which dates back to 1841 and now ranks as a key player in the big data market.
Hindu Business Line, March 23, 2015
Making Sense of People and the NumbersThat DriveThem
Rishi Dave, CMO, Dun & Bradstreet, says the company never approached the campaign as a rebrand,
and instead considers the exercise as brand modernisation.
Adobe’s Digital Marketing Blog, March 23, 2015
The Human Factor at Dun & Bradstreet
Although Dun & Bradstreet has the world’s largest commercial database and unrivaled analytical
expertise, our future depends on the ability to deploy these capabilities in a fast-changing world.
19. Social Media Coverage
19
BrandTeam
Social media coverage garnered more than 2.7 MILLION
IMPRESSIONS. All coverage on Dun & Bradstreet’s modernization has
been either positive (7 percent) or neutral (93 percent); there was no
negative mention within social media. Driving positive social media
coverage were posts expressing excitement for the new brand strategy
and logo.
Most impactful social media posts:
*61,310 impressions
*40,847 impressions
*29,623 impressions
*32,614 impressions
20. Social Media Coverage - continued
20
Highest level of engagement from the public (reposts):
*36 retweets
*31 retweets
*19 retweets
*18 retweets
Bob Carrigan encouraged the public to join in on the conversation using
#ModernDNB which sparked a high level of activity. Highlights -
• The use of #ModernDNB was used in 78% of
tweets (513 tweets), resulting in 1,450,516
impressions.
• Dun & Bradstreet’s twitter account, @DnBUS,
was used to profile media appearances of Bob
Carrigan.
Owned media channels received a modest amount of engagement for
posted on the new growth strategy and rebranding efforts. Highlights -
• 6 Company posts
announcing brand
modernization
• 296 likes
• The public engaged with @DnBUS 419
times after the Company created 19 posts
on 3/10 announcing brand modernization
• Yielded 92 Retweets
• The brand modernization
announcement received
33 shares, making it the
most shared post.
21. 21
Traditional Media
Social Media Coverage –
Volumes by Channel
ONLINE
15 news stories
BLOGS
1 post
BROADCAST
4 clips
ONLINE
50 pick-up stories
Social Media
15 posts638 tweets
Owned Social Platforms
Channel Volume
Twitter 58 tweets
Facebook 7 posts
LinkedIn 6 posts
169
213
109 102
45
1 5 5 3 1
March 9th March 10th March 11th March 12th March 13th
Twitter
Facebook
Twitter & FacebookActivity: March 9 – 13, 2015
