CoreBrand Equity Construct – Familiarity & Favorability Metrics
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MASB Publications
With some exceptions, MASB publications may be downloaded for free with registration. Members can avoid registration through MEMBER ACCESS. Sponsorship Accountability: A Roadmap for Sponsorship Marketing Success • Ebben, Pace, Katz, Findley, Christensen, Wokosin • May 2024 For many sponsorship marketers, …
Winter Summit 2016 Islamorada
WELCOME & ANNOUNCEMENTS (Allan Kuse, MMAP Center) INTRODUCTION & CHARGE (David Stewart, LMU) CONTINUOUS IMPROVEMENT IN RETURN (CIR) PROJECT: SCIENCE & GOVERNANCE (Rick Abens, Foresight ROI) MARKETER MEMBER PANEL ON THE JOURNEY (Jamie Richardson, Kimberly-Clark) BRAND INVESTMENT AND VALUATION PROJECT …
How to Define “Revenue Marketing”
Since there is some confusion about revenue marketing, how should one define it? Revenue marketing is not properly defined but given its current popularity, the Marketing Accountability Standards Board (MASB) is developing a fresh definition for the Universal Marketing Dictionary, …
Bud Light “Boycott” May Not End, Here Is Why
For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a product boycott. [1] This situation started in early April when transgender social media influencer Dylan Mulvaney …
Marketing Organization Best Practices Initiative
WHY THIS IS A PRIORITY It’s generally accepted that marketing organizations are in disarray. The CMO function has been widely questioned. Recent studies show that while 90% of CEOs trust their CFOs and CTOs, 80% of them distrust their CMOs. …
2022: The Year in Marketing Accountability
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 …
Marketing Finance
PUBLICATIONS WARC: Why TV ads need persuasion rating points • June 2020 MASB: Marketing’s Vital Role in Tackling the Covid-19 Pandemic • Findley Apr 2020 LinkedIn: AI & The Magic Customer-Getting Machine • Thompson Aug 2019 Forbes: Marketers Need to Measure Twice Cut Once • Diorio …
Edgar Baum
Edgar Baum has been a MASB Advisor intermittently since 2015. A practitioner, thinker and lecturer on brand measurement, evaluation and valuation, he is the founder and CEO of financial brand measurement firm Avasta and was previously CEO and Chief Brand …