Aligning Marketing & Finance on Changing the Game with
“Generally Accepted Brand Investment & Valuation Standards”
August 11-12, 2011
Thursday, August 11, 9:00AM-5:30PM
Welcome & Charge | David Stewart, UCR
MASB Warm-Up | Dominique Hanssens, UCLA
(Summary of Key Learning, Challenges, and What’s Ahead)
Keynote on Brand Value:
Why Brand Value Matters (Q&A) | CMO Panel led by Bob Liodice, ANA
(Fritz Johnston, Boeing; Arun Sinha, Zurich;
Josh Feldmeth, Interbrand; Carolyn Crafts, Cars.com)
Investing in and Valuing Brands | Stewart
Rationale & Proposed Principles for “Brand Valuation” (Q&A)
| Roger Sinclair, Prophet
How Do Our Current Measures of “Brand Strength” Fit Principles?
| Marketers
The MASB Brand Investment & Valuation Project/Status
Summary & Call-To-Action | Meg Blair, MAF/MASB
Keynote on Financial Reporting:
Brand from Investor Side (Q&A) | Wendy Pirie, CFA Institute
The Balance Sheet Controversy | Jim Gregory, CoreBrand
Balance Sheet not the Solution | Marc Fischer, University of Cologne
Balance Sheet Concerns | Michael Palmer, ANA
Brands on the Balance Sheet: Is There a Choice? | Sinclair
What do we need to do to be prepared? | General Discussion
The MASB Advisory Council – MAC | Hanssens
Friday, August 12, 9:00AM-Noon
Other Projects Underway (Overview, Status, Discussion):
Measuring Return from Interactive | E. Craig Stacey, Stern
Common Language Wiki | Carl Spaulding, Nielsen
MASB Metrics Catalogue (MMAP) | Allan Kuse, MMAP Center
CoreBrand | Tim Robinson, CoreBrand
Measuring Return for CPG w/CLV | Rick Abens, Foresight