Alfred Dupuy is passionate about bridging the gap between marketing and finance, fostering product/service innovation, and driving sustainable business improvements. At MASB Summer Summit, Aug. 8-9 at Rutgers Business School, he will present “Sustainability as a Growth Driver,” emphasizing the importance of …
Brands are among the most valuable intangible assets of the firm. The billions of dollars assigned to Apple, Google, and Hermès on Interbrand’s annual ranking lists attest to their value. But notwithstanding these impressive numbers, do firms fully capitalize on …
During MASB Summer Summit, Aug. 8–9 at Rutgers Business School, Dawn Colossi and Edgar Baum will present “The Value of Measuring Brand as a Revenue and Valuation Driver.” Request your invitation from events@themasb.org. Colossi is CMO at Software AG and the former …
In recognition of the inaugural World Brand Day, MASB CEO Joanna Seddon explains why financial brand valuation and evaluation as recommended by ISO standards are “the golden ticket” for growth-minded marketers. Episode 2 of the webinar series Making Marketing Accountable.
China established its annual Brand Day eight years ago. At last December’s plenary meeting, the Standardization Administration of China (SAC), currently serving as TC289 Secretariat, proposed expanding the celebration to global scale. Here are some of this year’s World Brand …
Background From May through September of 2023, the Marketing Accountability Standards Board (MASB) published three articles that were compiled into the white paper, The Bud Light Brand Divorce: How impaired brand preference led to persistent sales volume decline. Now, with …
Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent in driving revenue. Identifying the variability of when, where, and with who your brand drives purchasing decisions is …
The Bud Light Brand Divorce Case Study recently released by the Marketing Accountability Standards Board (MASB) has been requested by marketing instructors from around the world, including Austria, Brazil, Canada, England, France, Germany, Greece, India, Ireland, Morrocco and, of course, …
Compiled from a series of articles published between May and September 2023, this white paper from the Marketing Accountability Standards Board (MASB) describes how impaired brand preference led to persistent sales volume decline at AB InBev, parent company to the …
THE SITUATION: In early April, transgender social media influencer Dylan Mulvaney released March Madness-related, sponsored Instagram posts promoting Bud Light that were immediately met by a wave of criticism within social media. MEDIA RESPONSE: Within days, the news media was …
