Were insufficient marketing efforts a key causal factor in the underperformance of Kraft Heinz and other venerable brands? Former marketing finance executive Jim Meier has his suspicions. “Most articles written during the unfolding Kraft Heinz story cite as key causal …
Firms can grow their revenue by focusing on acquiring new customers or by expanding the revenue from existing customers through cross-selling or upselling, and reducing customer churn. The key questions are which of these two paths is more sustainable, which …
The marketing accountability authorities will put forth Marketing Opportunities in the Era of Economic Uncertainty at MASB SUMMER SUMMIT 2025, Aug. 13 – 14 at DePaul University Kellstadt Graduate School of Business in Chicago. Request your invitation from events@themasb.org. Wednesday, August 13, 9 AM – 5 PM …
Join us for Episode 11 of our Making Marketing Accountable webinar series on Wednesday, July 16, Noon ET, when Peter Young, Partner, Brand Valuation Europe at Presciant, presents Beyond the Black Hole: Quantifying and Leveraging Brand Value in Financial Reporting. For …
The Marketing Accountability Standards Board (MASB) is conducting an important survey on Big Data techniques currently in use for marketing applications. We invite participation by all marketers! The objective of the survey is to document the traditional and emergent techniques currently employed. …
AdAge.com recently published the Ad Age Measurement Glossary, written by Jack Neff. After review by the project team, these 14 terms have been added to the Universal Marketing Dictionary, marketing-dictionary.org: Average minute audience C3 C7 Cohort Conversion Duration-weighted impression Individual …
Check out Why Brands MUST Be Valued in Financial Terms, Episode 10 of the Making Marketing Accountable webinar series, featuring co-authors Jim Meier & Frank Findley. Then order your copy of The Financial Value of Brands Imperative – Second Edition. …
We are delighted to be returning to Chicago for MASB Summer Summit 2025 at DePaul University Kellstadt Graduate School of Business! The event takes place Wednesday, Aug. 13, 8 AM – 5 PM, and Thursday, Aug. 14, 8 AM – …
In the world of upheaval and uncertainty in which we now live, brand matters more than ever. A brand is a guarantee. You know what you’re getting, whether it’s high quality, cool products, performance, or good value. That’s why brands …
The MASB Sustainability Marketing Project recognized World Brand Day 2025 with a video celebrating four brands that have sustainability built into their business models: Tony’s ChocoLonely, Emmy Store, Relove and ThredUp. Featuring Neil Bendle from the University of Georgia, Johanna …