The Company—Pearson Education is a British-owned education publishing and assessment service to schools and corporations, as well as directly to students.
The Challenge—To understand its market, and to contextualize and value its product, especially with educators in general and across education social networks.
The Insight—The power of branding to revolutionize perceptions. Pearson owned positive brand associations but mostly as a narrowband provider of catalogs, with key products that weren’t competitive. Competitively, educators were becoming particularly savvy online communicators and connecting to one another along a spectrum of topics, far ahead of the publisher’s knowledge curve.
The 4Cs Shift—We applied our 4Cs discipline to:
- Conversation: Help Pearson own the vision of learning as the key to improving our life chances.
- Clarity: Redefine the Pearson brand from a catalog company with only district-level focus to a provider of products, services and advanced technologies designed to help meet learner needs and deliver measurable results that transform lives all over the world.
- Currency: Enable Pearson to be the unique provider of a blend of content, curricula, assessment, training and information systems to make learning more engaging and effective.
- Culture: Inspire Pearson to break its sales culture, and to become more strongly associated with its leadership role rather than an under-the-radar distributor of print catalogs and products.
The Result—Pearson shifted rapidly to focus the brand outward, shape the education conversation for educators and learners, and grow US share through digital transformation. In March 2018, Pearson put the K-12 on the block; a sale is pending.