McMillan Study Guides

A worldwide leader in study tools, McMillan has helped train over 1.5 million members of the U.S. Air Force since 1988, helping them pass the tests needed to increase both rank and responsibilities. It’s an extraordinary success story for this family-owned company; a treasured source of pride and profits. All of which was sharply threatened when military managers decided to change their promotion policies, putting an entire revenue stream at risk. McMillan’s response: two sequential engagements with EMPATH, the first focusing on turn-around strategies within existing lines of business. The other on inventing an entirely new platform for the company, creating the “Masterfully” identity, and developing the go-to-market strategy and program.


To quote Mike Emry, CEO: “This product would not have been possible without the clever guidance and user-focused design expertise provided by EMPATH. The schedule was demanding, the pressure was intense, and the EMPATH team delivered. It’s easy to recommend their services to any company who needs a glowing product with incomparable design.”

  • Brand Empathics Investigation—understanding existing brand pillars, core competencies, market architecture, and customer perceptions.
  • Management Consulting—developing proactive market strategies and tactics.
  • Brand Ideation, Platform Design and Development—creating, from scratch, a new high value online destination site, complete with graphic identity and standards, to serve as the centerpiece for this market turnaround initiative

Uncover your brand innovation

The marketing world is rich in data, analytics, and technology. But to get the real benefit of that wealth of information, you need something entirely human—that rare quality called empathy. Because the real goal isn’t just to see your brand, marketing, and operational opportunities. It’s feeling the full scope of what’s possible. Ready for EMPATH?

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