Winter Summit 2012 | St Pete, FL

Aligning Marketing & Finance with
“Generally Accepted Brand Investment & Valuation Standards”

February 16-17, 2012

Thursday, February 16, 9:00AM-5:30PM

Welcome & Charge | David Stewart, UCR

MASB Warm-Up | David Reibstein, Wharton
(What’s Been Accomplished & What’s Ahead)

Keynotes on Brand Value:

Communicating Value in the 21st Century | Bob Laux, Microsoft

Evolution of the GE Brand | Ivan Cayabyab, GE

Brand Investment & Valuation Project:

Overview | Stewart

Project Review & Status | Mike Hess, Nielsen

General Discussion Q&A | James Richardson, Kimberly-Clark

Summary & Call-To-Action | Meg Blair, MAF/MASB

Keynotes on Financial Reporting:

The Brand as Intangible Asset in Financial Reporting | Mike Mard, FVG

Are There Tax Implications? | Michael Moore, UCR

Change in Requirements for Reporting Intangible Assets | Laux

Improving Financial Reporting Project:

Overview | Jim Gregory, CoreBrand

Project Review & Status | Leigh McAlister, UTA

General Discussion Q & A | Gregory

Friday, February 17, 9:00AM-Noon

Featured Project: Measuring Return for CPG w/CLV:

The Pilot | Mike Hanssens, UCLA

Other Projects Underway (Overview, Status, Discussion):

Measuring Return from Interactive | E. Craig Stacey, Stern

Common Language Wiki | Paul Farris, Darden

MASB Metrics Catalogue (MMAP) | Allan Kuse, MMAP Center

The MASB Book I | Stewart

Feedback, Housekeeping, Announcements & Adjourn