Dun & Bradstreet Ushers in a New Era

Brand Modernization Underscores Impact of Data on Growing Business Relationships

Dun & Bradstreet (NYSE: DNB) today unveiled a new brand purpose, values, tagline and logo as part of a major brand modernization effort. The company's new creative expression and tenets are rooted in a data inspired, relationship-driven approach, bolstered by the new tagline: "Growing relationships through data." The work was created in collaboration with award-winning agency Droga5.

Today's announcement comes on the heels of a yearlong activation of Dun & Bradstreet's new growth strategy, which has included both internal and external investments across the business, and a revitalization of the company's global culture. Dun & Bradstreet has made a number of strategic acquisitions to expand capabilities, and formed alliances and partnerships to more simply and efficiently deliver key data, insights and analytics to customers.

CEO Bob Carrigan joined Dun & Bradstreet in October 2013 with a vision to build long-term sustainable growth and modernize all aspects of the company. Carrigan, with support from the executive leadership team, is leading that vision with a far-reaching brand modernization that will be implemented within Dun & Bradstreet's products and solutions, content delivery, go-to-market strategy, internal employee programs and all external positioning beginning today.

Dun & Bradstreet's history played a major part in the brand modernization effort. It began with an exploratory trip to Harvard University's Baker Library which houses the R.G. Dun & Co. and Dun & Bradstreet Collections, dating back to 1841. It is within these archives of Dun & Bradstreet's earliest credit ledgers and records of commerce that the company rediscovered its roots and found inspiration in its rich legacy of building trust. Pairing that with a future-focused view of the evolving industry landscape, the company set out to revitalize its purpose with a creative expression that underscores how Dun & Bradstreet uses its vast data resources to grow valuable business relationships.