Grey Group Singapore oversees rebranding of cyber security firm from e-Cop to Quann
Cyber security firm e-Cop has rebranded to Quann in a move the company claimed will position it for global growth.
Grey Group Singapore was behind the rebranding with the new name said to stand for the “circle of protection, which is inspired from its DNA as a security company”.
Its chief creative office, Ali Shabaz, further attempted to explain the name – which seemingly has no dictionary meaning and is not an acronym – by saying the “inspiration” came from the “technology and scientific background of the brand”.
“It is a concept with the fusion of energy, light, space and time which represents a forward-thinking organisation,” he said. “The symbol with its abstract illusion of balance, and the interplay of light and energy illustrates the art and science approach of Quann in keeping their clients ‘cyber secure’. Just the perfect synergy.”
The company was formed as e-Cop in Singapore in 2000 but has ambitions to become a global player in cyber security. It is owned Certis Group which insisted the rebranding was more than a “mere make-over”.
“[It is an] opportunity for us to expand and strengthen our service offerings and to be taken as a force to be reckoned with”, senior vice president group marketing and corporate communications Richard Lau said.
Judd Labarthe, Grey Group Singapore vice president global strategy director and head of planning, said part of the rebranding was designed to connect with senior executives of organisations.
“Cyber security is an issue everyone’s aware of, yet until now, delivering it has mostly been IT’s responsibility, and most of the solutions almost entirely technology-focused,” he said.
“But Quann knows that ‘cyber secure’ starts with your company’s culture, and that to achieve it, you have to elevate the conversation to the C-Suite. It’s been a challenge and a pleasure to help Quann develop this story and drive this shift.”
Steve Jones is regular contributor to Mumbrella in Australia and Asia having held the title of chief reporter for several years. He is a journalist with more than 30 years experience and has worked for a number of consumer and trade titles in the UK and Australia
“It is a concept with the fusion of energy, light, space and time which represents a forward-thinking organisation,” he said. “The symbol with its abstract illusion of balance, and the interplay of light and energy illustrates the art and science approach of Quann in keeping their clients ‘cyber secure’. Just the perfect synergy.”
I have never heard such a bunch of abstract crap in my life…to describe what is basically a not very nice looking blue circle.
Reply@above. Sure it’s crap, but more fool the client if they bought into it.
Replysimi lan jiao? corporate bs at its best and costliest.
ReplyAs anyone who watched Jerry Maguire knows, he’s the real ambassador of Quaan.
ReplyIt’s always the same old story with the usual suspects.
Give them a pro bono brief and they’re a creative genius but on real exciting briefs like this one, they do rubbish work.
ReplySounds like the kind of gibberish otherwise known in the business as “Planner-ese”.
Replywhy do they feel a need to PR this shit? It’s embarrassing.
ReplyHave your say