During its recent Summer Summit at DePaul University, the Marketing Accountability Standards Board (MASB) awarded Brand Finance with Marketing Metric Certification for its Brand Valuation League Tables, which passed the rigors of the Marketing Metric Audit Protocol (MMAP), the formal …
Northwestern University Kellogg School of Management Professor Emeritus of Marketing Bobby Calder was honored as a Joseph Plummer MASB Trailblazer during MASB Summer Summit, Aug. 13 at DePaul University. The trophy was presented by award namesake Joe Plummer. Trailblazer recognition …
In today’s volatile landscape, marketers face an unprecedented confluence of forces—from the rapid advancement of artificial intelligence to mounting geopolitical tensions and economic uncertainty. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Navigating Today’s …
In an era marked by economic headwinds, shifting consumer expectations, and accelerated change, how can brands grow stronger? At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Building Your Brand During Challenging Times, exploring how …
In uncertain times, bold insights lead to competitive advantage. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, J. Walker Smith, Knowledge Lead at Kantar and one of the foremost authorities on consumer trends, will present Thriving in Turbulence: Insights-Driven Paths …
Marketscience has joined the marketing accountability movement by becoming a member of the Marketing Accountability Standards Board. The award-winning, independent marketing analytics consultancy is led by founders Sebastian Shapiro, David Dixon and Peter Cain, who each have more than 20 …
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 …
Were insufficient marketing efforts a key causal factor in the underperformance of Kraft Heinz and other venerable brands? Former marketing finance executive Jim Meier has his suspicions. “Most articles written during the unfolding Kraft Heinz story cite as key causal …
Firms can grow their revenue by focusing on acquiring new customers or by expanding the revenue from existing customers through cross-selling or upselling, and reducing customer churn. The key questions are which of these two paths is more sustainable, which …
The marketing accountability authorities will put forth Marketing Opportunities in the Era of Economic Uncertainty at MASB SUMMER SUMMIT 2025, Aug. 13 – 14 at DePaul University Kellstadt Graduate School of Business in Chicago. Request your invitation from events@themasb.org. Wednesday, August 13, 9 AM – 5 PM …
