Testing Company to Data-Driven Education Advisory

SITUATION: Repositioning & Branding

For more than 90 years, ERB had provided trusted admissions and achievement assessments to independent schools worldwide. Despite its heritage and credibility, the organization was losing market share and relevance.

In the market, ERB was widely perceived as “just a testing company.” Additionally, the acronym “ERB” was often confused with specific products, and the full name lacked emotional resonance.

Both the market and the organization were ready for a new positioning.

OUTCOME: ERB transformed from a legacy testing provider into a data-driven educational advisory firm. They redefined the meaning of membership, modernizing their identity, and positioned themselves as a trusted partner across the full student journey.

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