Products

Gareth Mason, President, NaceCare Solutions Inc. responds to questions
about the evolution of North American Cleaning Equipment.

Question: North American Cleaning Equipment is now NaceCare Solutions. What led to this development?

Gareth Mason: NaceCare Solutions reflects our revitalized approach to the commercial cleaning equipment market. Our company has evolved from the mid 1980s, and we've long viewed our offerings as being more than just product-focused: we exist to work with distributors and end-users to develop first class solutions to the challenges they face in cleaning commercial and industrial establishments. For the 21st century, NaceCare Solutions better describes our mission.

Q: Has this changed how you describe what the company does?

GM: I think the words on our new website home page do a really good job: NaceCare Solutions provides first class systems and equipment for commercial and industrial cleaning applications. As a leading player since 1985, we act as a resource for distributors and end-users who value our attention to detail and commitment to reliability and innovation. Our experience, focus and appreciation for the environments our customers face mean NaceCare Solutions is the preferred supplier of choice for fulfilling virtually any cleaning requirement.

Q: Has the new name changed the way the company does business?

GM: We had brand experts working with our team and they helped us understand that a brand isn't a logo or slogan or ad: it's the substance of products and services that a company offers through its promise and reputation. You can't rest on a logo, because that's not your brand. Your brand is communicated through the actual service you provide, the personality of your service (how you do it) and the promise of results that come from using the service.

Companies build their reputation by the way they conduct themselves, ensuring their brand can be counted on to always deliver what they say they'll deliver. Well, I have a little confession to make: not long ago we carried out a Satisfaction Survey and, to be frank, we learned that our commitment to service and follow through needed work. So we set out to make some really significant changes internally to address and improve these issues. And we've come out on the other side of that process as a much better organization. The promise we make today we know we can keep. Just watch us.

Q: Are there other changes supporting the new name?

GM: We felt it was an ideal time to support our re-launch with a great new corporate identification that showcases our re-energized business approach. This website is another new addition, as is our updated NaceCare Solutions brochure. More changes are on the way too but, as they say, "Rome wasn't built in a day".

Q: And your slogan?

GM: Clarity in Cleaning. Yes, that's new too. As part of our re-branding, we had to decide what we wanted to be known for. It seemed to us that the commercial cleaning equipment sector is a little unruly just now. Consolidation is occurring. New players are entering the market. We're still suffering budgets under attack in the post 9/11 environment. Some manufacturers are attempting to go direct... all in all, there's a lot of uncertainty out there. We saw an opportunity to be the voice of reason, the source of clear thinking, the basis for a calm, logical approach... in much the same way that FedEx has brought certainty and confidence to what used to be a very uncertain, unreliable delivery sector.

At NaceCare Solutions, we know what we're doing. We know the commercial cleaning business inside out because we've been involved for a such long time. And we've taken the steps to analyze the sector, to truly understand that the business is so much more than just selling products. Finally, we've rebuilt our organization to address these realities.

Bottom line, we want to be known as the folks who offer clear solutions to our customers, and that starts with Clarity in Cleaning.

Q: What's on tap for the future?

GM: I encourage you to watch us. As I stated earlier, we truly are re-energized and the whole commercial cleaning sector is going to see new ways of thinking coming from NaceCare Solutions. New products, new approaches, new ways for working together.

It's an exciting time to be in the commercial cleaning business. And we're having a lot of fun taking our business to the next level.