In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College, explains how The Moribund Effect makes it difficult to evaluate acquired brands. In June 2021, …
In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value …
The Marketing Accountability Standards Board is on a roll for 2023! We are building and accelerating our growth, which is critical because we have a critical objective: To raise the CMO and Marketing to their rightful place in the boardroom …
The need for reaching specific consumer segments with focused messages has never been greater, but according to the Marketing Accountability Standards Board (MASB), the industry must take a hard look at current practices and quantify the financial implications of out-of-segment placement of …
In Part Two of the Financial Value of Brands video series, Joanna Seddon, Managing Partner at Presciant, discusses The Influence of Brands on Enterprise Value and illustrates how brands –through the future stream of cash flows – can be a primary …
While marketing has developed numerous performance measures, many marketing metrics are NOT explicitly linked to financial performance in predictable ways. Cash flow both short-term and over time is the ultimate marketing metric to which all activities of a business enterprise, …
In June 2021, MASB issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. Now MASB Chair Dave Stewart is introducing a new video series to further promote the recommendation that “brand-centric …
In today’s tough economy, it is critically important that marketers focus more on brand loyalists than brand occasionalists. Why? Brand loyalists are far more profitable than brand occasionalists, both short- and long-term, because loyalists require no price reduction while occasionalists buy …
The Marketing Accountability Standards Board (MASB) is an incredible organization. It brings together top brands, the best academic minds, and leading agencies to address the most critical issue facing marketing today—how to demonstrate the business and financial impact of brand …
The Year 2022 was a tumultuous one for the Marketing Accountability Standards Board, with the unexpected passing of President/CEO Tony Pace and new leadership in the form of CEO Joanna Seddon, whose vision is marketing elevated to its rightful position. “Accountability is …
