business publications such as BusinessWeek, Forbes, and the Wall Street Journal. One TV spot that ex- emplifies SAS's rebranding effort ran like this: The problem is not harvesting the new crop of e-business information. Its making sense of it. With e-intelligence from SAS you can hamess the information. And put the knowledge you need within reach. SAS The Power to Know. Subsequent research showed that SAS had made the transition to a mainstream business decision- making support brand and was seen as both user-friendly and necessary. Highly profitable and now one of the world's largest privately owned software companies, more than doubling its revenue stream since the brand change, SAS has met with just as much success inside the company. For 14 years, Fortune magazine has ranked it one of the best U.S. companies to work for: in 2010 the company was number one