Former finance executive and current MASB Trustee/Treasurer Jim Meier saw the Bud Light “brand divorce” coming. He and co-author Frank Findley (Bud Light “Brand Divorce” Continues – with no end in sight) believed that the travails of the popular beer …
On May 10, 2023, the Marketing Accountability Standards Board (MASB) released its briefing, Bud Light ‘Boycott’ May Not End, Here Is Why. It opined that the travails of Bud Light which began in early April were not a consequence of …
According to Annette Tower, Assistant Professor of Marketing at Clemson University, marketing executives will likely face significant changes in their business strategy and communication approach in response to the regulatory advances in mandatory environmental, social and governance (ESG) reporting. The …
The importance of brand has been amplified as a recognized driver of future value and risk mitigation in the latest published standard focused on present and future drivers of enterprise value. After nearly six years of development, a measurement and …
Despite the critical need, most sponsors still lack a standardized process for measuring their return on sponsorship. Larry DeGaris, Executive Director of the Medill Spiegel Research Center at Northwestern University, will address the issue at MASB Summer Summit, Aug. 9-10 at Marquette University …
“There are 24 quintillion bytes of data created every day—that’s one billion billions… And 90% of that data is unstructured.” – Andy Pandharikar, founder and CEO of Commerce.AI “Unstructured (Big) data have insights which, if extracted, can lead to substantial …
Mark Stouse, CEO of Proof Analytics, believes, “The future of B2B GTM is rooted in increasingly T-shaped leadership, meaning a strong and permanent move away from function-first leaders to those who see GTM functions from a business-first and customer-first perspective.” …
Johnson & Johnson, one of the world’s largest and most broadly based healthcare companies, is prioritizing marketing accountability and demonstrating marketing’s contribution by joining the Marketing Accountability Standards Board (MASB). Michael McCaffrey, Global Strategy & Insights Leader of Johnson & …
As brands are too often treated as incidental business expenses, the ISO (International Organization for Standardization) calls for brands to be proactively managed and measured at least annually to increase firm value as established by improvements in brand strength and …
It’s time to honor another maverick of accountable marketing with a Blair Award for Marketing Accountability, to be presented at MASB Summer Summit 2023 in August. MASB co-founder Meg Henderson Blair was a pioneer of both marketing measurement and marketing accountability, …