Let’s Claim Your Commercial Edge Together

By C. Edward Brice
July 24, 2019

Vendavo has grown in recent years to include a unique combination of industry experience, business process expertise and artificial intelligence technology, thanks in part to the acquisition of Endeavor Commerce in 2017 and again with the addition of Navetti in 2018. Now a powerful global community built to help B2B organizations worldwide maximize every margin moment, we are excited to announce our new brand strategy.

We’ve changed dramatically in the last two years and as such, we needed a brand strategy that better illustrates us as a transformational company that helps the world’s largest B2B brands transform their current business processes into new digitally enhanced strategies that better meet the needs of their customers.

Our new brand strategy defines our Brand Vision to be the market leader in commercial excellence – equipping and empowering our customers around the globe to unleash their true commercial potential and claim their commercial edge. It represents an important development in our evolution as a company with new amplified strengths, skills, and intelligence capabilities that will allow our customers to go further, faster.

Today we also unveiled a new brandmark and tagline which are intended to better represent the expanded Vendavo solution portfolio and value delivery capabilities. In time, the brand strategy will also feature an updated website, UX enhancements, and additional marketing materials.

We hope you’ll enjoy further reveal in the coming weeks and months. It’s an exciting time for us, and for our customers.


  • commercial edge , commercial excellence , vendavo

    C. Edward Brice

    Edward Brice has more than 18 years of marketing experience in developing new markets for evolving technology in enterprise software applications, information security, consumer electronics, and intelligent transportation systems. Prior to joining Vendavo, Brice served as SVP Worldwide Marketing at Lumension Security where he established the company’s brand in the IT Security industry. Previously, he served as group Vice President of Global Marketing at SAP, where he drove the global marketing demand generation programs across Europe, the Americas and Asia Pacific. Throughout his career, Brice has held senior positions managing all aspects of marketing, including solution marketing, communications, demand generation, branding, partner marketing, digital and social marketing. Brice earned his Bachelor’s degree in International Marketing from Arizona State University and has continued his education with programs at Wharton, Columbia School of Business, the University of Michigan, and the University of Virginia.