Knüsel Consult becomes Adcoras AG

Knüsel Consult becomes Adcoras AG. How did this change of name come about?

Daniel Knüsel: There were a number of reasons. We felt the need to change our market presence. We wanted a new website, we wanted a new logo, and so it was a good idea to change the name as well.

The name should no longer be „Knüsel“ (Knüsel Consult) to support stronger growth. In the industry, companies are becoming increasingly larger and against this background it is attractive to have a neutral name. This supports growth on the employee side and also on the customer side.

We wanted a modern name and looked at the market for this: How are the others doing it? A name that starts with „Ad“ fits in very well with our positioning. Because „Ad“ stands for „Advisory“. And the second part is „cor“. „Cor“ stands for „corporate“, meaning that we advise companies. But we also do it with heart and soul.

„Management consulting with heart and soul“

That's what this term „cor“ stands for, the Latin name for „heart“. And „as“ is then an ending that is quite common in the industry: -a, -um, -as.

The colors of the new corporate identity are rather unusual for the industry.

Daniel Knüsel: That's right, the traditional colors of the industry, they are blue, gray ... like suits, in the past. That was associated with seriousness. I think a lot has changed there. You can see that some consulting companies are relying more on creative colors, and that reflects reality. Today, you can only survive in the market if you are clear, reliable and precise. That's the must-have challenge, the obligation. But the whole free skate, that really comes from the special, from the innovative strength, from the creativity. And that's where it fits in very well to choose colors that reflect this more strongly.

Is creativity also reflected in the Adcoras product range?

Daniel Knüsel: Yes, definitely. This is what sets us apart from many of our competitors. We offer the same basic products as everyone else: fiduciary services, tax consulting. But we have a very dedicated management consulting and transaction consulting business. Here we solve real problems for the client and do much more than just accounting. That requires a high degree of creativity, out-of-the-box thinking and so on.

Were all Adcoras employees involved in the creative process of changing the company's name?

Daniel Knüsel: That is so, yes. It started with a workshop where the majority of the employees were present. The workshop was led by the advertising agency that accompanied us in this process. That's where we sharpened the brand profile. It was interesting for us, but it was also interesting for our advertising partner. That way, he understood us even better. Based on this brand profile, we then developed a roadmap with the next steps. And we have already implemented most of it.

And what's next for Adcoras?

Daniel Knüsel: We have now set up our business model very well and can communicate it clearly. If you go to the website, it is very clear what we stand for.

„This is what Adcoras stands for: tailor-made solutions, local anchoring, coupled with international experience.“

We handle day-to-day business efficiently and can offer a wide range of solutions for special challenges. In this respect, we are entirely a consultant and companion to our customers. We are now taking this model - and our values - to the market. On the customer side and on the employee side.

Thank you very much for the interview.