Aligning Marketing & Finance with
“Generally Accepted Brand Investment & Valuation Standards”
February 16-17, 2012
Thursday, February 16, 9:00AM-5:30PM
Welcome & Charge | David Stewart, UCR
MASB Warm-Up | David Reibstein, Wharton
(What’s Been Accomplished & What’s Ahead)
Keynotes on Brand Value:
Communicating Value in the 21st Century | Bob Laux, Microsoft
Evolution of the GE Brand | Ivan Cayabyab, GE
Brand Investment & Valuation Project:
Summary & Call-To-Action | Meg Blair, MAF/MASB
Keynotes on Financial Reporting:
The Brand as Intangible Asset in Financial Reporting | Mike Mard, FVG
Are There Tax Implications? | Michael Moore, UCR
Change in Requirements for Reporting Intangible Assets | Laux
Improving Financial Reporting Project:
Overview | Jim Gregory, CoreBrand
Project Review & Status | Leigh McAlister, UTA
General Discussion Q & A | Gregory
Friday, February 17, 9:00AM-Noon
Featured Project: Measuring Return for CPG w/CLV:
The Pilot | Mike Hanssens, UCLA
Other Projects Underway (Overview, Status, Discussion):
Measuring Return from Interactive | E. Craig Stacey, Stern
Common Language Wiki | Paul Farris, Darden