Common Language Marketing Dictionary Upgrade Announced

Members of the Common Language in Marketing Project Team have announced that its popular educational resource is being upgraded, with a relaunch of the Common Language Marketing Dictionary on a new platform slated for early September. Earlier this month at MASB Summer Summit in Boston, project team co-leader John Gaski of Notre Dame University …

Sponsorium Joins MASB, Sponsorship Accountability Metrics Project

Montreal-based firm Sponsorium International is bringing 25 years of experience in sponsorship and community investment management to the Marketing Accountability Standards Board and its Sponsorship Accountability Metrics (SAM) Project. “Joining MASB, and specifically being a part of the Sponsorship Accountability Metrics Project, is a natural for Sponsorium,” said President and Founder Paul Pednault. “We …

MASB Plans Digital Marketing Accountability Project

“In the future, there can be no marketing accountability if digital is not accountable.” This was the message delivered at MASB Summer Summit in Boston last week during the Digital Marketing Accountability session presented by MASB Advisor Charles Cantu. After showing that digital ad spending now surpasses television while the ability to measure digital …

Brand Valuation vs. Brand Evaluation – What’s the Difference?

The terms brand valuation and brand evaluation are in the news with the launch of unanimously-approved global standard ISO 20671 Brand Evaluation – Principles and Fundamentals. How different can these terms be that differ by just one letter? The new standard puts forth a framework of principles for conducting a brand evaluation, which includes …

Holland’s Accountable Marketing Expert Joins MASB

MASB’s newest member is the author of the recently published book, YES! Accountable Marketing, which gives marketers better insights into their marketing activities by explaining the background of accountability, the definition of ROI, cooperating with other departments, funneling and how to get started. Michiel van de Watering of the Netherlands is serving as MASB …

ANA/MASB Report Says Sponsorship Measurement Needs Improving

Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship’s business impact has been marginal, according to Improving Sponsorship Accountability Metrics, a new study conducted by the ANA (Association of National Advertisers) and MASB (Marketing Accountability Standards Board) to provide greater insight and guidance into sponsorship …

Developing Global Brand Standards with ISO

By working with ISO, the International Organization for Standardization, MASB is playing an increasingly influential role in the development of new global brand standards. In 2007, ISO set up Technical Committee 289 to draft an international standard on monetary brand valuation. Released in 2010, ISO 10668 Brand Valuation set out principles for valuing any …

MASB Welcomes University of South-Eastern Norway

The University of South-Eastern Norway has joined MASB as an academic member. USN was established in 2016 as the merger of two colleges. The School of Business serves about 4,400 students on five campuses. Representing USN as a MASB Advisor is Kåre Sandvik, PhD, Professor of Marketing. His research includes market orientation, product innovations, interorganizational …

New ISO Standard Offers Integrated Brand Value Reporting Process

The new ISO standard for Brand Evaluation is the Golden Ticket  for marketers as it offers an integrated reporting process for brand value. MASB represented the U.S. in the development of ISO 20671 under the auspices of the American National Standards Institute (ANSI). ISO Technical Committee 289, which crafted the new standard, is meeting …