Edgar Baum has been a MASB Advisor intermittently since 2015. A practitioner, thinker and lecturer on brand measurement, evaluation and valuation, he is the founder and CEO of financial brand measurement firm Avasta and was previously CEO and Chief Brand Economist at Strata Insights.
Edgar lectures at the University of Toronto where he has developed a post-graduate course on The Finance of Brand Management. He developed national financial and non-financial Brand KPI integration models while at P&G. He is a vice-chair and committee co-lead for Global ISO/TC289 for Brand Evaluation and the brand reporting expert for the Licensing Executives Society response to the SEC request for enhancements to intangible reporting.
A graduate of the University of Toronto, Edgar is a speaker and lecturer on brand valuation, evaluation, and measurement at institutions like NYU-Stern, Hult Business School and Northwestern University. He is a member of the BES Project team.