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 …

Brand Experts Gathering in Chicago

The 2019 MASB Summer Board Meeting & Summit takes place Aug. 8–9 at the historic Blackstone Hotel, 636 South Michigan Avenue, Chicago IL. The program runs from 8 AM – 5 PM followed by reception and dinner on Thursday, and 8 AM–Noon on Friday. Slated to attend include Pam Forbus, SVP Consumer Analytics, Insights …

DoubleCheck Advertising Joins MASB

MASB is pleased to announce the addition of DoubleCheck Advertising to its member ranks. The firm advises both brands and media companies on advertising best practices across sales channels, ad products and devices, ensuring that brands get what they paid for. President and Founder Brian Hamilton has spent more than a decade in the …

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 …

Kevin Keller Defines “Brand”

The MASB Finance in Marketing Course Project is producing a series of videos on financial issues that influence marketing strategy. In this segment, Dartmouth College Marketing professor Kevin Lane Keller explains the difference between a brand and a Brand. The series, which is a work in progress, is available at FINANCE in MARKETING Video …

Global Standards Organization Calls for Annual Brand Evaluations

The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world to publish ISO 20671, a global standard for brand evaluation designed to grow brand-owner value. As brands are too often treated as incidental business expenses, the new standard calls for brands to be …

Nominations Open for Inaugural Blair Award for Marketing Accountability

Marketing drives financial value for enterprises and marketing accountability empowers marketing executives in the boardroom by demonstrating that value. The marketing accountability movement is gaining momentum, driven by the efforts of MASB, the Marketing Accountability Standards Board, and accountable marketers around the world who understand that linking marketing actions to financial performance leads to …

Marketing Metric Certifications Awarded at Summit

During MASB Winter Summit 2019 in San Diego last week, contributors to the MMAP Metric Catalog received awards to recognize the certification of their marketing metrics. MASB’s Marketing Metric Audit Protocol is a formal process for connecting marketing activities to the financial performance of the firm. It includes the conceptual linking of marketing activities to …