Past, present and future were celebrated at MASB’s Ten Year Anniversary Summit & Board Meeting held in Boston, Aug. 10-11. Marketing Accountability Foundation Chair Meg Blair recounted the origins of the marketing accountability movement through The Boardroom Project,…
Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are not treated in the same way as other assets on corporate financial statements. BRANDS ON…
“Marketing is poorly measured…” learned students of Saudi Arabia’s Madinah Institute for Leadership and Entrepreneurship in a recent webcast presented by Neil Bendle, PhD, Associate Professor of Marketing at Ivey Business School and Advisory Council…
Jennifer Barron of Deloitte will deliver the keynote address at MASB’s 10th Anniversary Summit at the Colonnade Hotel in Boston, Aug. 10-11. Visit MASB Summits for more info. To reserve your seat, contact karencrusco@themasb.org. Deadline for conference hotel rate is…
Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power –…
According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace metrics tied more closely to costs and revenue. Moffett, a senior analyst for B2C Marketing…
Former MASB Director Pam Forbus, Senior Vice President of Global Insights and Analytics for PepsiCo, became a Marketing Accountability Foundation Trustee in 2015. She has now assumed the role of MAF Treasurer, replacing MJ Tisor, who has retired…
Neil Bendle, Assistant Professor at the Ivey Business School of Western University, has taken the leadership role for the MASB Advisory Council (MAC), which includes representatives of marketer companies, business schools, industry associations, media providers, media &…
MASB Director Kelly Johnson of ESPN will join MASB Executive Director Frank Findley in presenting Television’s Brand Building Power – From GRPs to PRPs at ARF Audience Measurement 2017, June 12-13 at the Hyatt Regency in…
By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to changes in a financial metric, i.e. brand value. This brand valuation can be tracked over time.…
