Pearson CMO, Ginny Cartwright Ziegler
Humans are born to learn. From our very first breath, we never stop learning. It's a vital force that fuels – and transforms – our lives. Pearson’s Chief Marketing Officer, Ginny Cartwright Ziegler, explains how our dynamic new brand identity reflects our belief in the transformative power of learning.
“Brand soup.” That’s what our brand team calls the plethora of product names and many legacy monikers at Pearson. With a brand presence that spans the globe, we knew a refresh wasn’t enough. So, we set out to uncover the deepest truth of our organization. Our raison d'être.
To deeply connect Pearson’s identity to the promise we made to the world — help people realize the life they imagine through learning — we needed a fundamental reset. One that would lead us to reinvent and redefine Pearson’s brand.
A big breakthrough
Why do we exist? What impact do we have, and can we have, on people’s lives? We explored until we got answers. Then came a simple, yet profound, insight: From the moment babies take their first breaths, they are designed to explore and expand their knowledge. It’s fundamental to who we are.
Intrigued, our brand team let curiosity lead the way and studied the science behind how people learn and what makes us all naturally hard wired to learn.
An underestimated superpower
We learned that learning is about much more than getting jobs and getting ahead. It sharpens people’s processing power. It leads to healthier, happier, and more connected lives. It ignites a spark to live more purposefully and create stronger relationships. Learning also propels progress by opening doors, not just for individuals, but also for their family members and our communities.
This all adds up to a new view: Learning has a life-long multiplier effect – like a gift that keeps on giving.
Unlocking these discoveries – and shaping a story that captured the hearts and minds of our customers during testing — felt a bit like finding our brand platform Holy Grail! We came to realize that Pearson’s impact on people — and the world — is deeper than we could have ever imagined.
Inspiring a learning revolution
Today is our new brand’s foray into fresh, untapped whitespace in our brand landscape with a clearer, bolder, and more inspiring brand. Reflecting our mission and our purpose, our reinvented brand is intrinsically linked to what we believe, at our core, is universally true: Humans are born to learn.
I’m so proud of our team members’ amazing work and dedication. What they’ve created is much more than a marketing strategy. They have given our company the chance to champion the true power of learning by inspiring people to ask, “What if learning is more powerful than we realize?” and to realize the life they imagine through learning.