Join us for Episode 11 of our Making Marketing Accountable webinar series on Wednesday, July 16, Noon ET, when Peter Young, Partner, Brand Valuation Europe at Presciant, presents Beyond the Black Hole: Quantifying and Leveraging Brand Value in Financial Reporting.
For marketing to access the boardroom, the financial asset value of a brand must be credibly quantified. The black hole on the accounts must be penetrated and its secrets exposed. Measurability alone, however, cannot propel marketing onto the board. It is the job of “marketers” – practitioners, educators, and students – to do the leveraging, but first all must agree that the purpose of marketing is to build valuable brands, brands of value to their many stakeholders and always of financial value to their owner.
Right now we don’t agree, and we must!