Brand Value Model Being Applied at MillerCoors

The Brand Investment & Valuation (BIV) Project Team has identified an “ideal metric” for Consumer Brand Strength –demonstrating its relationship to market results – and convened around a simple Cash Flow model linking consumer Brand Strength (brand preference/choice) to market results (market share, volume & price) and then to financial return (discounted cash flow).

IFR Team Explores IVSC Partnership

MASB’s Improving Financial Reporting (IFR) Project Team and the International Valuations Standards Council (IVSC) are exploring a formal partnership. “MASB and IVSC have a shared vision that the brand intangible asset warrants greater attention than it is given by the financial community. That is what brought us together and why [IVSC Chair] Steve Sherman …

Inaugural Fellow to Address Talent Gap

Cape Town-based Roger Sinclair has been appointed “Inaugural Fellow” to conduct research and recommend how MASB might help business schools cross marketing and finance silos and provide businesses with the new marketing professionals needed to meet the growing demand for measurement-based accountability, where curriculum is engineered with the role of marketing measurement central, integrated …

MASB in the News

MASB – through its visionary members – is gaining the attention of some major publications, including the Economist and CFO magazines. The Marketing Accountability Standards Board is also being highlighted on some prestigious podiums, such as Wharton’s Baker Center High Velocity Marketing Event, from which PepsiCo CFO Laxman Narasimhan said: “We’re tackling accountability together internally …

Common Language Dictionary Launched

In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common language and …

Accountability Journey Project Kicks Off

While there is considerable evidence of significant improvement in financial performance when the “science” of measurement & process management is applied to marketing, there is little evidence of Continuous Improvement. The science is either not broadly embraced at the start or is discarded when internal champions move on. And yet, in these same firms, …

Meier & Berg of MillerCoors on MASB

Jim Meier (Sr Director Marketing Finance) and Bill Berg (Director, Market Intelligence & Commercial Analytics) spoke at the ANA Annual Advertising Financial Management Conference on behalf of MASB: “MASB has provided some important intellectual input into our efforts to totally transform our approach to marketing mix. We have moved beyond trying to understand best …

Forbus (Pepsico) & Davis (Frito-Lay) on MASB

Pam Forbus (VP Strategic Insights) and Scott Davis (VP Finance Revenue Management) at the Annual ARF Convention: “We’re working together to move beyond the “expert” masterful storytelling in pitching for marketing budgets, to rigorous estimation & forecasting, so that our unpredictable marketing delivers predictable results. We’re tackling accountability for the business results across functional …