A. Welcome & Agenda Overview
B. Introductions and Charge
C. Carpe Brand! Brand Value is Material
D. Spotlight: Kevin Lane Keller
E. Panel – Brand Value Briefing
F. Panel – Northwestern Mutual Data Science Institute
H. ISO TC289 Brand Evaluation and Valuation
I. BBVA – Journey to Financial Measurement of Sponsorships
J. Panel – Journey to Financial Measurement of Sponsorships
K. Joseph Plummer Trailblazer Award
L. Margaret H. Blair Award for Marketing Accountability
M. Meg Blair, Marketing Science Pioneer
N. Sponsorship Accountability Guidance
O. Navigate Research: Sponsorship Capabilities
P. MMAP Metric Catalog Enhancements
Q. Continuous Improvement in Return
R. Common Language Marketing Dictionary – Top Topics
S. Finance in Marketing Instruction Library
T. Brand Investment and Valuation & Improving Financial Reporting
U. Closing Remarks
V. Housekeeping