This is part three in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. In this third part, we examine the importance of establishing a …
Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition Just as brand ambitions may take years to realize, so should sponsorships be allowed to seed, grow and flourish. Ideally, the sponsorship will synch with the brand’s evolution in achieving key milestones along its trajectory. It’s important to identify specific markers or …
Few marketing activities garner as much excitement and inspiration as sponsorships. When we’re experiencing an exhilarating moment during a concert or witnessing a momentous achievement by an athlete, a sponsorship is often involved. Sponsorships are woven into our culture and are integral to supporting some of the most memorable moments in the human experience. …
Two awards were presented to three well-deserving individuals at MASB Summer Summit, Aug. 8-9 in Chicago. Kevin Lane Keller, Ph.D., and Roger Sinclair, Ph.D., were jointly awarded the inaugural Margaret H. Blair Award for Marketing Accountability. They co-authored two articles published in the Journal of Brand Management, A Case for Brands as Assets (2014) …
MASB Summer Summit 2019 was a terrific exchange of marketing wisdom and fresh ideas at the remarkable Blackstone Hotel in downtown Chicago – with many of today’s brightest minds in marketing measurement and research. Thanks to all who participated, and don’t miss MASB Winter Summit 2020, late February in New York City! photos …
The value of a brand, creating it, maintaining it or, even better, growing it, is of significant importance to any enterprise that currently has brands. Brands influence customer choice, and the power of a brand’s attraction influences sales today and tomorrow. And yet the measurement of brands and their value remains a complex topic …
The 2019 MASB Summer Board Meeting & Summit takes place Aug. 8–9 at the historic Blackstone Hotel, 636 South Michigan Avenue, Chicago IL. The program runs from 8 AM – 5 PM followed by reception and dinner on Thursday, and 8 AM–Noon on Friday. Slated to attend include Pam Forbus, SVP Consumer Analytics, Insights …
MASB is pleased to announce the addition of DoubleCheck Advertising to its member ranks. The firm advises both brands and media companies on advertising best practices across sales channels, ad products and devices, ensuring that brands get what they paid for. President and Founder Brian Hamilton has spent more than a decade in the …
With its Common Language Marketing Dictionary (marketing-dictionary.org) continuing to grow steadily in usage, MASB, the Marketing Accountability Standards Board, is launching the FINANCE in MARKETING Video Library, with segments recorded by some of the top minds in marketing research and measurement today. MASB is developing the Finance in Marketing Course to make it easy …
The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world to publish ISO 20671, a global standard for brand evaluation designed to grow brand-owner value. As brands are too often treated as incidental business expenses, the new standard calls for brands to be …