Burlington, Mass.--Business intelligence specialist Cognos said Thursday that it has launched a brand awareness initiative aimed at senior business executives and line managers. Spearheaded by advertisements in The Wall Street Journal, the campaign focuses on Cognos' software as a valuable weapon in the business intelligence market. Cognos, Burlington, Mass., said its goal is to ``triple'' its market awareness. It focuses on the ``Cognos Moment,'' when an executive unlocks customer data in a powerful way using the company's software. Cognos is a 31-year-old software company with more than 15,000 customers worldwide.