Effective. Adaptive. Industry-smart.

For us at Vertec, a new year always means looking back and forward at the same time. In the beginning of the new year, we have unveiled something to the public which we have been working on internally for a long time: Our slogan has changed.

For many years, the claim "Business software, made for me" has been with us. It was close to the brand, personal and made it clear that Vertec could be adapted to individual needs. But over the years, it became more and more obvious that this claim no longer tells the whole story.

Our new slogan unfolds: "Effective. Adaptive. Industry-smart." Three words that sum up what Vertec stands for.

"Effective" means measurable results. For transparency, clear processes and well-founded decisions. Applicable for software that not only administers, but actually supports to provide economic benefits.

"Adaptive" describes Vertec’s ability to meet our customers' individual requirements and grow alongside companies. Yet working efficiently today but at the same time being ready for the challenges of tomorrow, without rigid IT structures and without unnecessary dependencies.

"Industry-smart" sums up what sets us apart from many other solutions. We know the processes, the language and the challenges of our target industries. Our solutions are proven and not created on a drawing board, but are created from real experience.

We discussed with Volker Schwarzer, Managing Director, Head of Marketing and Head of internal IT at Vertec, why this step is happening now and what it will change.

The old slogan was good – but no longer strong enough

Volker, why is Vertec now coming out with the new slogan "Effective. Adaptive. Industry-smart."?

Volker Schwarzer: “Vertec is making a new start in terms of communication. Our slogan is now "Effective. Adaptive. Industry-smart.".
Three words that sum up what Vertec does, how we work and the difference our software makes in our customers’ everyday lives. This step marks more than a linguistic renewal. It is the result of an intensive examination of what our customers really need today – and how we can communicate it to them clearly and precisely."

How did you personally notice that our previous positioning no longer fits?

Volker Schwarzer: "Our previous slogan 'Business software, made for me' has served us very well for many years. But the requirements have changed – and we are keeping up with them.

Three aspects have become more and more obvious:

1. Too little relevance to target industries: The old slogan was too generic. It stated that Vertec is customizable, but not for which target group and what really matters to them. Specialized service providers in particular were looking for clear signals from us that we really understand their world.
2. Too little focus on benefits: Customers don’t just want to hear that software 'is made for them'. They also want to know how to work more efficiently, profitably and safely.
3. Difficult international transferability: The slogan worked in German, but not in English. To push our internationalization forward, we needed a message that remained linguistically lean and developed the same power in both languages.

Put simply, the old slogan was great for a long time – but it was no longer strong enough for what Vertec is and offers today."

What was the biggest challenge during the development process of the new slogan?

Volker Schwarzer: "The challenge was to find something that really covers all of Vertec’s strengths. Something that works across industries without sounding generic. We didn’t want any technical terms or marketing jargon, but a clear expression for cost-effectiveness, adaptability and industry expertise. The fact that these three precise terms emerged from this was the result of many discussions with different stakeholders at Vertec."

What will change with the new slogan for Vertec and the customers?

Volker Schwarzer: “The slogan does not change anything about what we do. It only emphasizes who we really are and what we do. For our customers it means means that they immediately realize that Vertec is way more than just software. "Effective" highlights they feel that processes run more clearly and decisions can be made easier. "Adaptive" means that we remain flexible when their enterprise changes or grows. "Industry-smart" stresses that we understand their daily challenges at work, because we speak their (technical) language and know their processes. For us internally, the slogan means that we work according to a common mission statement every day."

More than just a promise

Our new slogan clearly expresses what Vertec stands for. "Effective. Adaptive. Industry-smart." is not a future promise, but yet describes what our customers already experience with Vertec today.