Global brand architecture review Cambridge University Press The brief Cambridge University Press English Language Teaching (ELT) division came to Shift Learning with a brief to support them in a comprehensive audit that would uncover the sources of their equity and identify the key attributes that may be better leveraged to deliver a refreshed brand architecture framework. The results of this research would be used to ensure that all Cambridge University Press ELT outputs are synchronized with optimal brand positioning across product lines, publishing media and communication channels. Our approach and methodology Working alongside the internal market research team, Shift Learning took responsibility for 2 key areas of this intense, 12-week project: conducting a full social media audit of t

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