While MASB’s BIV Project team has worked over the past several years to establish generally accepted Brand Investment & Valuation standards, a parallel effort has been happening globally through the International Organization for Standardization (ISO). Now the Marketing Accountability Standards Board is making a direct contribution to international standards as a participant in ISO’s …
“What we’re really asking metrics providers to do is to let us look under the hood,” said MASB Chair Dave Stewart during May 26’s live webinar by the Marketing Science Institute, hosted by Earl Taylor, MSI’s Chief Marketing Officer. After Dave introduced the new book, Accountable Marketing: Linking Marketing Actions to Financial Performance, Earl started the Q&A …
MASB, the Marketing Accountability Standards Board, has joined ANSI, the American National Standards Institute, and has been named to head the U.S. delegation to ISO (International Organization for Standardization) Technical Committee 289 – Brand Evaluation. This ISO committee will be meeting in Cancun, Mexico, May 17 – 19, to review their most recent work …
CFO.com is rekindling a lively discussion on accounting for brands that was initiated by late MASB Fellow Roger Sinclair‘s March 29 article: Proposed Mega-Deal Underscores Flawed Accounting Rule. Reporting that the article “touched off a flurry of response on both sides of the issue,” the prominent business website has summarized the responses in the new posting: Readers …
MSW•ARS Research’s Brand Preference/Choice in Tracking metric has passed through the rigors of the Marketing Metrics Audit Protocol (MMAP), the Marketing Accountability Standards Board’s formal process for determining how a marketing metric relates to the financial performance of the firm. Brand Preference/Choice has proven to reflect market share with a high degree of accuracy …
How do you attach a price tag to something you can’t see or touch? This question was posed recently by corporate finance writer Vipal Monga in his WSJ.com article, “Accounting’s 21st Century Challenge: How to Value Intangible Assets.” He continues: “The question is increasingly significant for investors as more companies collect information about their …
MASB’s Inaugural Fellow, Roger Sinclair, Ph.D., passed away unexpectedly in January, but he is still furthering the cause of marketing accountability. CFO.com has just published Roger’s article, Proposed Mega-Deal Underscores Flawed Accounting Rule, in which he reflects potential problems with AB Inbev’s proposed acquisition of SABMiller and remedies offered by the Marketing Accountability Standards Board. “…even if …
MASB Winter Summit 2016 The world’s largest provider of enterprise application software is considering the integration of Marketing Accountability Standards Board concepts into its new enterprise financial system, according to Carsten Hahn, Director of Research and Innovation at SAP SE, who delivered the keynote address at MASB’s Winter Summit in February. “Your topics and …
MASB’s BIV Project received major exposure at the Advertising Research Foundation’s Re!Think 2016 Conference last week in New York City. The theme was “How Advertising Works Today.” PepsiCo’s Shyam Venugopal and MSW•ARS Research’s Frank Findley delivered the presentation “Brand Investment & Valuation: A New Empirical Approach,” which was selected from more than 160 submissions. Media investments …
MASB member MSW•ARS Research has launched The Brand Strength Monitor, “a game changing deliverable of an established, trusted, and independently validated measure of brand value.” The Brand Strength Monitor methodology is behavioral but isolates brand strength by holding other factors in the buying experience – price, promotion, shelf position, etc. – constant. The process …