Who wants to be an ‘emerging challenger’?

(By Anthony Miller – Thursday 23rd July 2009 10:30am). Sometimes I truly wonder why companies put out press releases which to my mind are actually detrimental to the company’s image. We don’t usually write about the ‘news' that Company X is now in Analyst Firm Y’s “Mystical Dodecahedron” or whatever, but today’s ‘news’ from Cognizant just made me stop short and think. “Independent Research Firm Names Cognizant an Emerging Challenger”. Now, I happen to believe Cognizant is a pretty substantial, smart and savvy player in the offshore services market – so why would it want to be described as an ‘emerging’ anything? No, not all publicity is good publicity.