Frequently Asked Questions

What is marketing accountability?

Marketing accountability means linking marketing actions to financial performance in order to:

1) drive business growth through continuous improvement in Marketing ROI; and
2) enhance CMO effectiveness by proving the contribution of Marketing to enterprise value.

One critical aspect of marketing accountability is the financial value of brands, which MASB is addressing through the FVB Project.

What is the mission of the Marketing Accountability Standards Board?

MASB’s goal is to elevate the role of the Chief Marketing Officer by making marketing accountable. We will make marketing accountable by uniting the profession behind standards and principles which show how investment in marketing creates revenue and profit growth, and which CEOs, CFOs and boards will recognize as robust. With the transformation of marketing’s role, companies will unleash new sources of growth, enabling societies to prosper and individuals thrive.

How is MASB promoting marketing accountability?

MASB is developing applicable marketing accountability methodology through its numerous PROJECT TEAMS and SPECIAL INITIATIVES. Results are published independently or in journals and are reported biannually at MASB SUMMITS.

How is MASB influencing the development of global brand standards?

As a member of ANSI (American National Standards Institute), MASB represents the U.S. on the International Organization for Standardization (ISO) Technical Committee 289, which is establishing standards for branding, brand management and brand reporting. See the Brand Evaluation Standards Project.

What types of organizations are MASB members?

The bedrock of this organization are marketer companies who understand that marketing accountability leads to improved financial performance and growth and that industry standards are needed to achieve it. Also crucial to our progress are the academic institutions and measurement agencies who believe that marketing accountability elevates the role of the CMO and all marketers. We are also proud to be working with an alliance of the sphere’s most important marketing associations.

What is the meaning behind the MASB logo?

As every brand identity should, our logo tells a story. The symbol represents the letter M, but you can find the ASB within it, if you look, to remind us that MASB was founded as the marketing equivalent of FASB, the Financial Accounting Standards Board. The logo is flying upwards to represent our purpose of elevating marketing and getting it recognized as the driver of demand. It is dynamic and animated, moving ahead. But it is also disciplined. Its checkerboard of geometric shapes reflects MASB’s intense emphasis on producing data of the highest quality and robustness. We bring precision and structure to marketing, as the indispensable foundation from what makes marketing so special—creativity—is inspired.

What is the origin of the Marketing Accountability Standards Board?

The idea of MASB took root in 2004 as a visionary initiative by industry professionals and academics who saw an opportunity to increase the contribution of the marketing function through the development of standards for marketing performance measurement and processes that link marketing activities more objectively and closely to the financial performance of the firm. Read THE MASB STORY.