Other solutions like Hiss are okay, but a actually a weird hack with a lot of down sides. So while waiting for Growl 2 (which hopefully will support the Notification Center) why not use the current Growl with a plugin that does the necessary. All as a 1st class citizen in Growl. All the notifications are still sent by Growl, so they all show the Growl icon. I'm curious how Growl 2 will target that issue. Mountain Growl is showing the original application name in the subtitle though.