Developing Global Brand Standards with ISO

By working with ISO, the International Organization for Standardization, MASB is playing an increasingly influential role in the development of new global brand standards. In 2007, ISO set up Technical Committee 289 to draft an international standard on monetary brand valuation. Released in 2010, ISO 10668 Brand Valuation set out principles for valuing any …

Defining Marketing’s Contribution to Firm Profitability

The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand evaluation reporting. Included in the list of example financial metrics is return on brand and marketing investments. Yet no details on best practices for reporting such metrics are included.  This can lead to ambiguity given …

MASB Welcomes University of South-Eastern Norway

The University of South-Eastern Norway has joined MASB as an academic member. USN was established in 2016 as the merger of two colleges. The School of Business serves about 4,400 students on five campuses. Representing USN as a MASB Advisor is Kåre Sandvik, PhD, Professor of Marketing. His research includes market orientation, product innovations, interorganizational …

New Brand Evaluation Standard ISO 20671 is Marketers’ Golden Ticket

A new global standard for brand evaluation, ISO 20671, recognizes that a brand’s primary purpose of is to increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity. For the first-time, brand owners have a globally applicable and accepted approach to monitoring their brands, and according to MASB, the Marketing Accountability …

Sponsorship Accountability Conversation to Continue at ANA Conference

A conversation on sponsorship accountability begun at MASB Winter Summit 2018 in February is slated to continue at the ANA Advertising Financial Management Conference, April 29 – May 2 in Hollywood, Florida. MASB Director Karen Ebben of Global Marketing Impact and MASB President/CEO Tony Pace, both members of MASB’s Sponsorship Accountability Metrics Project, will present …

College of Charleston Joins MASB

MASB is honored to welcome College of Charleston as a member. The Business Research Guide ranks it 15th among the top 30 prominent business schools for global business and study abroad programs. The school’s mission is “to prepare socially responsible students for career opportunities around the world.” Representing the school as a MASB advisor will be Robert Pitts, Professor of Marketing …

Forbes-MASB: How Marketers Can Create More Value

The Forbes CMO Practice and MASB are hosting an exclusive gathering of performance-led marketers to share proven ways to measure and grow the contribution of marketing investments and strategies to enterprise value. The event takes place May 17, 2018, 8AM to Noon at Forbes on Fifth in New York City. In this morning session, analysts, academics and marketing …

An Appreciation: Margaret Henderson Blair, Marketing Science Pioneer (1943–2018)

A LIFETIME OF ACHIEVEMENTS Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability. Her numerous achievements include: Founding president of the ARS Group, once recognized by Advertising Age as one of the nation’s 10 fastest growing research organizations Founding President and CEO …