Words matter. In today’s world of ever-shrinking attention spans and massive content overload, how do you stand out? Sometimes, it’s just a few powerful words that can cut through the noise. Taglines offer that rare opportunity. 

Choose wisely.

The best taglines are brief, strong, and straightforward. They convey a sense of purpose and possibility. 

Altair creates incredibly powerful computational intelligence software across a wide range of platforms, which range from the most technical, complex algorithms to anyone-can-use artificial intelligence (AI) solutions. Sometimes, it can seem daunting to communicate how customers are harnessing our solutions to tackle super hard problems – especially with just a few words.

But we think we nailed it with Data Science + Rocket Science™.

Data Science + Rocket Science™

Why do I think we nailed it? In our world, we have many competitors who only focus on one key area of technology. We have three: simulation, high-performance computing (HPC), and data analytics/AI. No one else can say that. When we try to home in and go head-to-head within each group, it’s easy to get lost in the cacophony. But when we found a way to express the power of converging all three disciplines – and more importantly, how that can empower our customers – we found a way to break through and stand out.

Let me break it down.

Simulation software is a tool engineers use to help them build things – and make them stronger, lighter, better, and more sustainable. When you’re designing a car, you can only smash prototypes into a wall so many times before it becomes too costly, wasteful, and slow – you need to simulate that crash in a virtual environment to help you build the best car. If you’re designing a rocket ship, how many times do you think you can launch one into the air to test your design? Altair® HyperWorks®, our design and simulation platform, was an early pioneer and is still the world leader in simulation and optimization, giving users unparalleled simulation and design capabilities for even their most difficult projects.

Those simulation solvers require a massive amount of compute power to run – which is where our HPC expertise comes into play via our Altair® HPCWorks® platform. We’re world leaders in job flow and job scheduling, meaning users run those solvers efficiently and effectively – saving time, money, and lessening environmental impact. In my opinion, HPC is the unsung hero in our story. It’s the backbone that makes it all work.

Our third pillar is our data analytics and AI platform, Altair® RapidMiner®. So, now you can design anything, use the compute needed to run your job faster, cheaper, and more sustainably, and gain insights immediately in the design process to improve as you iterate. With Altair, no matter what you’re working on, you can design it, build it, test it, improve it, and get it to market faster than your competition – all under one roof. 

And did I mention we have actual rocket scientists and data scientists all over the place that can help our customers bring their vision to life? There are more Ph.D.’s than I can count at Altair, along with loads of other talented folks. A hallmark of good marketing is collaboration and listening across the company. And in this case, that paid off – the spark of Data Science + Rocket Science originated from outside the marketing team. We know a good idea when we hear it.

Clearly, I’m not an engineer – you’re getting the non-engineer version of how this all works. We call the seamless combination of simulation, HPC, data, and AI computational intelligence, and we think it’s incredibly powerful. We also know nobody else delivers it as well as we do.

Computational intelligence isn’t just another piece of tech jargon – it’s a defined, tangible approach and a way of making great things come to life. One of our core values is envisioning the future. We’ve always been ahead of the times, looking to what’s next. At Altair, all our messaging is grounded in real-world impact. What we can do for customers is unique. We offer a glimpse of the world to be through unlimited access and scalability – empowering users of all kinds – with a truly unique, patented business model where customers pay through use, not individual seats.

In a world with so much noise, we’re committed to imbuing our marketing with impactful meaning. We don’t choose messaging because it sounds nice – we choose it because we mean it. Data Science + Rocket Science is the epitome of that mindset.

I’ve always said a brand won’t resonate unless it’s a genuine reflection of the company. A tagline is one articulation of the brand, and Altair’s brand and tagline reflect who we are, what we believe in, and what we are working towards – a better future.