Northwestern Mutual has for years run an ad campaign calling itself the "quiet company"
Frankly, I think it is a more appropriate moniker for Lawson. With the pending Intentia merger, the steady stream of sales transactions (see the press releases here), and stock up 50% since June, it is still lost in the noise around Oracle, SAP and salesforce.com.
At Gartner I had written a research note titled "Lawson: Modest No more". That was when Judith Rothrock was VP of Marketing and raised the noise level quite a bit. More recently they have gone back to quiet mode.
Every so often, I wish they were more like the AFLAC duck, the mascot for another insurance company.
