CPP Launches New Worldwide Brand Strategy; Rebranding Enhances CPP's Ability to Meet Customer Needs, from Fortune 100 Companies to Individual Professionals.

Business Editors

PALO ALTO, Calif.--(BUSINESS WIRE)--July 30, 2002

CPP, Inc., known for more than 45 years as Consulting Psychologists Press, Inc. and the exclusive publisher of the Myers-Briggs Type Indicator(R) (MBTI(R)) as well as other widely used brands, today announced a new worldwide brand strategy aimed at better reflecting CPP's status as one of the world's leading providers of innovative products and services for professionals focused on meeting individual and organizational development needs.

As a result of the new strategy, the Company has officially been renamed CPP, Inc.

Millions, including 84 of the Fortune 100 companies, have relied on CPP's high-quality products and services to enhance personal and organizational performance by providing insight for informed action. Among CPP's best-known brands are the Myers-Briggs Type Indicator(R) (MBTI(R)), Strong Interest Inventory(R), Thomas-Kilmann Conflict Mode Instrument (TKI), FIRO-B(TM), and California Psychological Inventory(TM) (CPI(TM)) instruments. Additionally, Davies-Black(R) Publishing, a division of CPP, is the leading publisher of cutting-edge titles for business and career management.

"For the past two years, we have pursued a strategy designed to bolster the company's customer focus on every level," said David Krantz, CPP president and CEO. "We are making a concerted effort to develop lifelong `learning relationships' with our customers, whereby each interaction enables us to better understand their individual needs and guides us to the ways in which we must adapt to meet those needs.

"As a result of these interactions, we learned that our customers often used a variety of our products and services, not recognizing the CPP brand. Or they were familiar with the individual product brands they had used, but they were typically unaware of CPP's breadth and depth of products available to meet their specialized needs. Our new strategy raises customer awareness of the wide range of resources we provide to help develop, guide, and ensure the success of people and organizations worldwide."

Since the company's founding in 1956, CPP has offered industry-leading products backed by a strong foundation of scientific research and superior personalized service. Formalizing the informal use of "CPP" was the first step in ushering in the new brand strategy. CPP's new signature logo symbolizes the importance CPP continues to place on customer relationships. Its symbols represent individuals with varying needs, skills, and backgrounds working with others to achieve a common objective.

"Customers trust CPP products and are convinced of their benefits, so it is logical for them to associate the CPP name itself with integrity and quality," said Robert McHenry, chairman of OPP, CPP's European business partner. "Any product carrying this name is bound to engender customer loyalty, and this will allow CPP to broaden its product and service offerings to the benefit of all its customers."

"What attracted me to CPP more than 20 years ago was the company's dedication to advancing human development through high-quality products and services," said Roger Pearman, president of Leadership Performance Systems, Inc. and Qualifying.org. "I know that philosophy still remains as a hallmark of the company today, and the new brand strategy formalizes the promise that CPP will continue to strive to bring about a positive awareness of people and the organizations they belong to."

About CPP

CPP, Inc., is a leading provider of innovative products and services used by millions of individuals in more than 50 countries. Product applications include leadership and coaching, organization and team development, and career and conflict management -- all focused on helping people and organizations grow and develop by improving performance and understanding.

Among CPP's well-known brands are the Myers-Briggs Type Indicator(R) (MBTI(R)) instrument, Strong Interest Inventory(R) instrument, Thomas-Kilmann Conflict Mode Instrument (TKI), FIRO-B(TM) instrument, Spectrum CPI 260(TM) instrument, and California Psychological Inventory(TM) (CPI(TM)) instrument. Davies-Black(R) Publishing, a division of CPP, is the leading publisher of cutting-edge titles for business and career management. SkillsOne.com is the online training resource and secure Internet administration site for CPP's products.

For more information about CPP, please visit www.cpp.com or call 800/624-1765.

MBTI, Myers-Briggs Type Indicator and Davies-Black are registered trademarks and CPP logo, California Psychological Inventory, CPI, Spectrum CPI 260, and FIRO-B are trademarks of CPP, Inc. Strong Interest Inventory is a registered trademark of Stanford University Press. All other company, product, and service names may be trademarks or service marks of their respective owners and are hereby acknowledged.