Brand strategy and positioning use targeted messaging and creative campaigns to establish a distinct, memorable place for a brand in consumers’ minds relative to competitors. On Dec. 8, Brand Strategy and Positioning through Advertising will be the topic of the next …
Tuesday, September 22, 2026 9 – 10:30 AM (Open for breakfast and networking at 8:30) Growing Brand Value While Maintaining Accountability – PANEL – Nancy Aresu, Chair, Big Spaceship Nikhil Gharekhan, Managing Partner at Presciant Erich Joachimstaler, Ph.D., Founder & CEO, Vivaldi Group Joanna …
How do individuals develop likes, dislikes, and brand affinities toward products, services, or experiences? At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, Steven Jagger, Partner at MSW Research, will present, Adaptive Systems Theory of Consumer Preference Formation. “This …
Strategy defines where the business is going. Marketing determines how the organization creates and captures customer value. Operations ensures the business consistently delivers on that promise. Sustainable growth occurs when all three functions are fully aligned. In today’s dynamic business …
On May 12, the Marketing Accountability Standards Board launched the inaugural MASB Breakfast Club in New York City at the offices of the Association of National Advertisers, the event host. The new series of morning gatherings are designed to unpack the …
The Marketing Accountability Standards Board is launching the MASB Breakfast Club, a series of morning gatherings in New York City designed to unpack the latest research, issues, and challenges facing marketers. MASB member organizations and allies will be hosting. The …
Join us Wednesday, March 18, Noon ET for the next episdode in our Making Marketing Accountable webinar series. Art Klein, Partner, CEO at MSW Research, will present Measuring Advertising Effectiveness with MSW’s Creative Gauge AI™: Effectiveness, Financial Return, and Alignment …
Videos from our terrific virtual summit event in February are available on THE MASB CHANNEL! To receive an invitation to our next summit or webinar, contact events@themasb.org.
Marketing organizations are under pressure to translate AI enthusiasm into measurable business impact. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Greg Stuart, CEO of the Marketing + Media Alliance (MMA) and co-host of Decoding AI for Marketing, will moderate the …
Collegiate naming rights are evolving, and jersey patches were just approved. What used to be considered prestige signage or logo placement is now becoming something far more powerful: a fully integrated performance channel embedded inside universities and their surrounding communities. …
