MASB Plans Digital Marketing Accountability Project

“In the future, there can be no marketing accountability if digital is not accountable.” This was the message delivered at MASB Summer Summit in Boston last week during the Digital Marketing Accountability session presented by MASB Advisor Charles Cantu. After showing that digital ad spending now surpasses television while the ability to measure digital …

Brand Valuation vs. Brand Evaluation – What’s the Difference?

The terms brand valuation and brand evaluation are in the news with the launch of unanimously-approved global standard ISO 20671 Brand Evaluation – Principles and Fundamentals. How different can these terms be that differ by just one letter? The new standard puts forth a framework of principles for conducting a brand evaluation, which includes …

Holland’s Accountable Marketing Expert Joins MASB

MASB’s newest member is the author of the recently published book, YES! Accountable Marketing, which gives marketers better insights into their marketing activities by explaining the background of accountability, the definition of ROI, cooperating with other departments, funneling and how to get started. Michiel van de Watering of the Netherlands is serving as MASB …

ANA/MASB Report Says Sponsorship Measurement Needs Improving

Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship’s business impact has been marginal, according to Improving Sponsorship Accountability Metrics, a new study conducted by the ANA (Association of National Advertisers) and MASB (Marketing Accountability Standards Board) to provide greater insight and guidance into sponsorship …

Developing Global Brand Standards with ISO

By working with ISO, the International Organization for Standardization, MASB is playing an increasingly influential role in the development of new global brand standards. In 2007, ISO set up Technical Committee 289 to draft an international standard on monetary brand valuation. Released in 2010, ISO 10668 Brand Valuation set out principles for valuing any …

Defining Marketing’s Contribution to Firm Profitability

The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand evaluation reporting. Included in the list of example financial metrics is return on brand and marketing investments. Yet no details on best practices for reporting such metrics are included.  This can lead to ambiguity given …

MASB Welcomes University of South-Eastern Norway

The University of South-Eastern Norway has joined MASB as an academic member. USN was established in 2016 as the merger of two colleges. The School of Business serves about 4,400 students on five campuses. Representing USN as a MASB Advisor is Kåre Sandvik, PhD, Professor of Marketing. His research includes market orientation, product innovations, interorganizational …

New ISO Standard Offers Integrated Brand Value Reporting Process

The new ISO standard for Brand Evaluation is the Golden Ticket  for marketers as it offers an integrated reporting process for brand value. MASB represented the U.S. in the development of ISO 20671 under the auspices of the American National Standards Institute (ANSI). ISO Technical Committee 289, which crafted the new standard, is meeting …

New Brand Evaluation Standard ISO 20671 is Marketers’ Golden Ticket

A new global standard for brand evaluation, ISO 20671, recognizes that a brand’s primary purpose is to increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity. For the first-time, brand owners have a globally applicable and accepted approach to monitoring their brands, and according to MASB, the Marketing Accountability Standards Board, …