Summer Summit 2010 | Boston

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

Feedback, Housekeeping, Announcements & Adjourn