In today’s tough economy, it is critically important that marketers focus more on brand loyalists than brand occasionalists. Why? Brand loyalists are far more profitable than brand occasionalists, both short- and long-term, because loyalists require no price reduction while occasionalists buy …
The Marketing Accountability Standards Board (MASB) is an incredible organization. It brings together top brands, the best academic minds, and leading agencies to address the most critical issue facing marketing today—how to demonstrate the business and financial impact of brand …
The Year 2022 was a tumultuous one for the Marketing Accountability Standards Board, with the unexpected passing of President/CEO Tony Pace and new leadership in the form of CEO Joanna Seddon, whose vision is marketing elevated to its rightful position. “Accountability is …
The Marketing Accountability Standards Board (MASB) is pleased to announce the new membership of Mays Business School at Texas A&M University. Mays educates nearly 6,300 undergraduate, masters and doctoral students in accounting, finance, information systems, management and marketing, ranking consistently …
The Marketing Accountability Standards Board (MASB) is proud to announce that the Advisory Council chair left by new board member Neil Bendle is going to marketing science thought leader Venkatesh “Venky” Shankar, Ford Chair Professor in Marketing & E-Commerce and Director …
After a remarkably productive and extended term as Advisory Council Chair for the Marketing Accountability Standards Board (MASB), Neil Bendle is taking a seat on the MASB Board of Directors. Member of the council since 2016 and chair since 2017, …
Executive Summary In June 2021, the Marketing Accountability Standards Board (MASB), issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. A fundamental premise of the publication is that the measurement and …
Venkatesh “Venky” Shankar’s pioneering works on marketing mix models and attribution techniques have advanced the state-of-the-art in ROI measurement. Multiple marketers have successfully used these to annually benchmark their performance and adjust their marketing strategies and tactics. At its fall …
David Haigh’s innovative work on techniques for financial brand valuation helped lay the foundation for brands to be treated as valuable corporate assets – an important theme for MASB, the Marketing Accountability Standards Board. At its fall summit last week, …
The American Marketing Association – New York interviewed new MASB CEO Joanna Seddon in front of the Charging Bull statue that symbolizes financial optimism and prosperity in New York City’s Financial District. “The Marketing Accountability Standards Board is an organization …