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Home Archive for category "Marketing Accountability"

Category: Marketing Accountability

How Can “Old” Brands Survive? Join the discussion at MASB Summer Summit!

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 …

07/24/2025 07/24/2025
Read More"How Can “Old” Brands Survive? Join the discussion at MASB Summer Summit!"

Growing Via New or Existing Customers? | MASB Summer Summit

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 …

07/21/2025 07/24/2025
Read More"Growing Via New or Existing Customers? | MASB Summer Summit"

Marketing Opportunities in an Uncertain Era | MASB Summer Summit

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 …

07/18/2025 07/18/2025
Read More"Marketing Opportunities in an Uncertain Era | MASB Summer Summit"

Go Beyond the Black Hole with Peter Young!

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 …

07/14/2025 07/14/2025
Read More"Go Beyond the Black Hole with Peter Young!"

MASB Big Data for Marketing Usage Survey

The Marketing Accountability Standards Board (MASB) is conducting an important survey on Big Data techniques currently in use for marketing applications. We invite participation by all marketers! The objective of the survey is to document the traditional and emergent techniques currently employed. …

07/10/2025 07/10/2025
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Ad Age Measurement Terms Added to Marketing Dictionary

AdAge.com recently published the Ad Age Measurement Glossary, written by Jack Neff. After review by the project team, these 14 terms have been added to the Universal Marketing Dictionary, marketing-dictionary.org: Average minute audience C3 C7 Cohort Conversion Duration-weighted impression Individual …

07/08/2025 07/15/2025
Read More"Ad Age Measurement Terms Added to Marketing Dictionary"

Why Brands MUST Be Valued in Financial Terms!

Check out Why Brands MUST Be Valued in Financial Terms, Episode 10 of the Making Marketing Accountable webinar series, featuring co-authors Jim Meier & Frank Findley. Then order your copy of The Financial Value of Brands Imperative – Second Edition. …

06/18/2025 07/08/2025
Read More"Why Brands MUST Be Valued in Financial Terms!"

DePaul Kellstadt Hosting MASB Summer Summit

We are delighted to be returning to Chicago for MASB Summer Summit 2025 at DePaul University Kellstadt Graduate School of Business! The event takes place Wednesday, Aug. 13, 8 AM – 5 PM, and Thursday, Aug. 14, 8 AM – …

06/09/2025 06/09/2025
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CEO MESSAGE – Brand Matters!

In the world of upheaval and uncertainty in which we now live, brand matters more than ever. A brand is a guarantee. You know what you’re getting, whether it’s high quality, cool products, performance, or good value. That’s why brands …

06/04/2025 06/04/2025
Read More"CEO MESSAGE – Brand Matters!"

Sustainable Brands Celebrated for World Brand Day

The MASB Sustainability Marketing Project recognized World Brand Day 2025 with a video celebrating four brands that have sustainability built into their business models: Tony’s ChocoLonely, Emmy Store, Relove and ThredUp. Featuring Neil Bendle from the University of Georgia, Johanna …

05/19/2025 05/19/2025
Read More"Sustainable Brands Celebrated for World Brand Day"

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