“We make tests. People hate tests. We’re not a likable brand.”
“Test-takers HAVE to take our tests they don’t choose to. We don’t need to ‘sell’ them on our tests.” This was the mindset when I joined ETS. How could we expect our audience to emotionally connect with the ETS brand if we ourselves couldn’t?
It’s not about making tests—its about connecting people and their skills with life-shaping opportunity.
These concepts are extremely personal—they’re our dreams for the future. Using this as inspiration, I had my team focus on emotional connections to create the award-winning work that transformed the ETS brand from distant to relevant. We helped change the perceptions of our audience and our organization.
ETS also made operational changes to be true to its brand promise:
These efforts enabled ETS to deliver on its brand promise and mission through a relevant brand image—and a truer brand experience.