In this uncertain era, how can marketers assess and manage brand risk? Dr. Mark L. Frigo of DePaul University and Dr. Bobby Calder of Northwestern University recommend using the latest applied research on brand valuation, brand strategy, strategic risk assessment and strategic life-cycle analysis.
At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, Frigo and Calder will present CFO/CMO: Making the Connection on Strategic Risk Assessment. This session deals with risk management as it applies to brands. All strategies pursued by a firm are subject to threats that pose financial risks. CFOs are responsible for managing and assessing such risks. CMOs can work with CFO’s in identifying brand risks and developing risk mitigation strategies. This could reinforce the need to evaluate the financial value of a brand.
Key topics will include:
- Return Driven Strategy: How Brands Create Value
- Strategic Risk Management: Applied to Brand Risk
- Strategic Risk Assessment Process: Applied to Brand Risk
- Strategic Life-Cycle Analysis: For Mitigating Brand Risk
- Brand Purpose Strategy and Risk Management
Time for Q&A is included.
Frigo is Professor Emeritus of Accountancy and Director Emeritus of the Center for Strategy, Execution and Valuation in the Strategic Risk Management Lab at DePaul. Author of seven books and more than 100 articles, his work is published in leading business journals including the Harvard Business Review. His teaching has focused on strategy, strategic risk management, valuation and management accounting and financial accounting. He’s a recognized thought leader and advisor in strategy, strategy execution and strategic risk management.
Calder joined the Kellogg faculty in 1975 and he was named the Charles H. Kellstadt Professor of Marketing in 1993. He has held an endowed chair at Kellogg since 1986 when he was named the A. Montgomery Ward Professor of Marketing. His research focuses on the analysis of consumer behavior, media consumption, and marketing strategy. His work has covered the health care, food, electronics, and financial services industries. He has published more than 50 articles in leading academic journals and contributed to several books.
MASB summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing.