Magazine article Information Today

Factiva: The New Name for DJRBI

Magazine article Information Today

Factiva: The New Name for DJRBI

Article excerpt

Six months after its inauguration, Dow Jones Reuters Business Interactive has changed its name to Factiva (fact-tee-vuh; http://www.factiva.com), a name designed to reflect an "Information-You-Need, When-You-Need-It" company. Unveiling the new name, Tim Andrews, Factiva's president and CEO, said, "Our new name will become synonymous with fast, accurate, and indispensable information."

Andrews announced the new name change during an employee meeting in London, while vice president and director of marketing Michele Lally announced the change in Princeton, New Jersey. Customers first saw the new name and its new logo at Factiva's exhibit booth at the Internet Librarian '99 conference in San Diego, where a bubble machine reflected the image of the ebullient new logo. All employees had received a series of "teaser" mailings leading up to the announcement.

The company plans to continue tapping its exclusive access to over 4,000 Dow Jones and Reuters journalists, along with thousands of outside sources, in over 30 countries to generate business information worldwide. The re-branding effort also kicks off the relaunch of the company's Web site at http://www.factiva.com, and will involve a targeted advertising campaign.

The re-branding effort will employ the assistance of Interbrand, a global consultancy, to collaborate on staff and customer research and to develop the brand name, brand position, and corporate identity. They have already conducted focus group interviews with current and prospective customers, as well as internal staff. According to Andrews, these studies showed that, "In addition to their concerns of being overwhelmed with information, current and prospective customers of the company said they value services that have depth and breadth of information--both globally and locally--and that provide search features to locate the facts relevant to their decision making. …

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