Michael spoke from personal experience and gave an overview of how Pearson VUE provides assessment, testing and examination services. they create and deliver tests and exams worldwide for clients such as academic institutions, I.T. giants, medical schools, financial services licensing, government bodies and, probably most famous of all, the UK driver theory test.

Every business Pearson VUE engages with from academic to corporate, IT to government, has something in common there are no quick sales.

Michael informed his audience that the typical sales cycle for their services averages 18 months. Pearson VUE go through a long and intensive process of relationship building, preparation and education of the prospect before they start delivering a testing programme and billing a new client. Theres little benefit in short-term incentives. In the business-to-business environments they find themselves in, people buy on trust, expertise, competency and reputation, this is where the brand not only helps but is vital for success.

Pearson VUE are therefore in a position where, in times of recession, the decision is made for them: they cant expect to magic up a quick solution to external pressures by creating short term demand, so they absolutely have to focus on their long-term strategy and stick to it. That means continued investment in, and not deviating from, their brand and its core values.

As a relatively young company that has grown considerably in such a short space of time, Pearson VUE are still shaping their brand. They face that difficult challenge of pursuing their brand strategy, despite the turbulent times in which they, like most other businesses, find themselves.

The challenge then is to keep the momentum under budgetary pressures. Fortunately, their investment in people, such as training and effective internal communications, is paying off by creating a strong, cohesive team of brand custodians. Thats just one of a series of measures they will use to continue to shape and strengthen the Pearson VUE brand to face the challenges ahead.