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Home Archive for category "Marketing Accountability" (Page 18)

Category: Marketing Accountability

Ten Years of Marketing Accountability Celebrated

Past, present and future were celebrated at MASB’s Ten Year Anniversary Summit & Board Meeting held in Boston, Aug. 10-11. Marketing Accountability Foundation Chair Meg Blair recounted the origins of the marketing accountability movement through The Boardroom Project, a cross-industry/cross-discipline body of marketing …

08/17/2017 09/10/2017
Read More"Ten Years of Marketing Accountability Celebrated"

Why is ‘Brand’ Missing from Boardroom Discussions?

Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are not treated in the same way as other assets on corporate financial statements. BRANDS ON FINANCIAL STATEMENTS Illogically, the treatment …

08/15/2017 08/15/2017
Read More"Why is ‘Brand’ Missing from Boardroom Discussions?"

TV Still Has Tremendous Power To Move Markets

Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power – From GRPs to PRPs,” at …

06/23/2017 06/29/2017
Read More"TV Still Has Tremendous Power To Move Markets"

Proving Marketing’s Contribution to Bottom Line

According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace metrics tied more closely to costs and revenue. Moffett, a senior analyst for B2C Marketing Professionals at Forrester Research, authored …

06/13/2017 06/13/2017
Read More"Proving Marketing’s Contribution to Bottom Line"

Why spend on a brand if you don’t get credit for it?

By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to changes in a financial metric, i.e. brand value. This brand valuation can be tracked over time. As an example, this model …

05/15/2017 05/15/2017
Read More"Why spend on a brand if you don’t get credit for it?"

Applying MASB’s Model for Brand Valuation

The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in measuring and reporting brand value, a large portion of 21st Century intangible assets. MASB formed its Brand Investment & Valuation …

05/09/2017 05/15/2017
Read More"Applying MASB’s Model for Brand Valuation"

Brand Preference Drivers Identified

Last year, Frank Findley presented Brand Investment & Valuation Project Phase I at the ARF ReThink Conference. On Mar. 8, Frank presented BIV Phase II: Establishing Drivers of Brand Preference/Choice in an ARF webcast. The question being answered is: “What marketing/advertising drivers …

03/06/2017 05/22/2017
Read More"Brand Preference Drivers Identified"

2016: The Year in Marketing Accountability

This year saw many gains toward establishing marketing measurement and accountability standards across industry and domain. MASB’s first book was published! Accountable Marketing: Linking Marketing Actions to Financial Performance features game-changing work by 20 Finance and Marketing thought leaders. MMAP audits …

12/27/2016 12/28/2016
Read More"2016: The Year in Marketing Accountability"

MASB Contributing to International Standards

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 …

09/08/2016 10/11/2016
Read More"MASB Contributing to International Standards"

Long-Term Effects of Marketing Actions

“When marketing variables are measured in the short-term, the impact of those variables is only focused on the short-term shifts in sales, without a true understanding of how those marketing variables are influencing the future equity or price elasticity of …

07/21/2016 07/22/2016
Read More"Long-Term Effects of Marketing Actions"

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