Vertex
Rebranding a global leader in sales and use tax technology
To gain traction in the fast-growing mid-market segment, and to capture share in cloud applications, Vertex needed a brand that resonated beyond its base of Fortune 1000 companies.
External research revealed that while enterprise clients value accuracy and speed above all else, mid-market clients were more focused on price and convenience. For all clients, seamless connections to ERP providers was a core decision driver, but smaller companies didn’t necessarily use the big players like SAP and Oracle. Internal research revealed that employees felt disconnected from the marketplace – and the higher purpose Vertex serves.
The new Vertex brand is built around the concept of connections – connections from Vertex software to ERP systems, connections between clients and the people of Vertex, connections between employees and the important role that Vertex pays in enabling global commerce. Summarized in a simple but memorable phrase “Connect to what Matters,” the brand has helped to focus prospects on what makes Vertex special – it’s interoperable technology as well as its people – while inspiring employees with a sense of higher purpose.
