Moving from the First 3 Years (Start-Up) to the Next 3 Years
(Game Changers)
August 12-13, 2010
Thursday, August 12, 9:00AM-5:30PM
Welcome & Introduction | Stewart, UCR
The First 3 Years: Start-Up | Hanssens, UCLA
Beyond the Science | Taylor, MSI
Key Note: The Next 3 Years – Changing the Game | Reibstein, Wharton
Panel: How Finance & Marketing View Brands
Jeff Kampsen, Fed-Ex (Finance)
John Matthews, Ex-CFO Comcast (Finance)
Ken Lewis, Sun Coffee Roasters (Marketing)
Bob Liodice, ANA (Marketing)
Summary & Call to Action | Blair, MAF/MASB
Game Changer I:
FASB/MASB Partnership for Aligning GAAP/MMAP | Plummer, Columbia
How FASB’s Standards Setting Process Works | Bielstein, FASB
Game Changer II:
Branding, From Expense to Investment Model & Discipline | Stewart
Conceptual Model (Q&A) | Lehmann, Columbia
Friday, August 13, 8:00AM-Noon
Measuring (Forecasting & Improving) Brand Value
Methods of Brand Valuation | Fischer, University of Passau
Other Projects Underway (Overview, Status, Discussion/Fit with GC)
Common Language Wiki | Spaulding, Nielsen, & Farris, Darden
MASB Metrics Catalogue (MMAP) | Kuse, The MMAP Center
Measuring Return for CPG w/CLV | Abens, Foresight ROI
Measuring Return from Interactive | Stacey, Stern