Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit

Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition Just as brand ambitions may take years to realize, so should sponsorships be allowed to seed, grow and flourish. Ideally, the sponsorship will synch with the brand’s evolution in achieving key milestones along its trajectory. It’s important to identify specific markers or …

Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?

Few marketing activities garner as much excitement and inspiration as sponsorships. When we’re experiencing an exhilarating moment during a concert or witnessing a momentous achievement by an athlete, a sponsorship is often involved. Sponsorships are woven into our culture and are integral to supporting some of the most memorable moments in the human experience. …

Sinclair and Keller, Meier Honored at Summer Summit

Two awards were presented to three well-deserving individuals at MASB Summer Summit, Aug. 8-9 in Chicago. Kevin Lane Keller, Ph.D., and Roger Sinclair, Ph.D., were jointly awarded the inaugural Margaret H. Blair Award for Marketing Accountability. They co-authored two articles published in the Journal of Brand Management, A Case for Brands as Assets (2014) …

Brand Finance’s Brand Value Rankings Earn MASB Certification

The Marketing Accountability Standards Board (MASB) has announced that Brand Finance’s Brand Value Rankings have been certified through the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between marketing measurement and financial performance. The audit is now included in the MMAP Metric Catalog. Brand Value Rankings are a global study …

The FINANCE in MARKETING Video Library – Another Free Educational Resource from MASB

With its Common Language Marketing Dictionary (marketing-dictionary.org) continuing to grow steadily in usage, MASB, the Marketing Accountability Standards Board, is launching the FINANCE in MARKETING Video Library, with segments recorded by some of the top minds in marketing research and measurement today. MASB is developing the Finance in Marketing Course to make it easy …