Edgar Baum

BaumEdgar2A MASB Advisory Council member since 2015, Edgar Baum is Chief Brand Economist at Strata Insights, spearheading the development of Brand Economics – a leading-edge approach to proving, predicting and amplifying the financial impact of brand on long-term corporate value.  He has developed a new corporate and business-forecasting practice aptly named Financial Brand Management that is also taught at the University of Toronto.

He is a vice-chair and contributing author to the new ISO Brand Valuation & Brand Evaluation TC:289 / ISO:20671 and a vice chair and expert advisor for the Licensing Executives Society-led (LES) ANSI standards on Intellectual Assets in the Boardroom reporting standard covering brands, patents, customers, trade secrets, etc. He is also frequent guest speaker and lecturer at institutions such as NYU-Stern, Hult Business School, Northwestern and Harvard.

Edgar is co-lead of the Improving Financial Reporting Project team and a member of the Brand Investment & Valuation Project and Finance in Marketing Course Project teams.