Marketing measurement providers Avasta and Liquid have collaborated to produce the Challenger Index, a report for both the B2B and B2C sectors offering a strategic perspective to evaluate brand strength, market alignment and potential for growth.
At MASB Spring Summit, Mar. 20-21 at SMU Cox School of Business, Avasta’s Edgar Baum will share data from the Liquid Avasta Challenger Index, an ISO 20671 Brand Evaluation-compliant, objective study of current and future category behavior by consumers in Athletic Footwear, Takeout Coffee, Consumer Headphones/Buds and Electric Vehicles. He will then moderate the panel, “Building & Nurturing Brands in a Fragmented Society,” with panelists Roben Allong, Dennis Hahn, and Chris Young. They will react to the index and discuss whether demographic differences are more fundamental at driving purchase behavior than people want to admit.
Allong is Founder & CEO at Lightbeam Communications, a market research and strategy firm based in New York City. She is a past President of QRCA (Qualitative Research Consultants Association) and has also been recognized as a 2024 Insights Association Laureate. Her extensive cross-category experience and expertise ranges from brand positioning and communications to new concept and product testing, category mapping, customer journeys, and market exploration across a wide range of industries and categories.
Hahn is Chief Strategy Officer at Liquid, where he helps companies create brand momentum that fuels category leadership. He drives brand momentum and category leadership strategies for clients across the U.S., helping organizations build belief-driven alignment of a company, its customers and employees through Silicon Valley Thinking™, modern tools, and expert insights.
Young is SVP Global Head of Sales, InnovateMR, a team of solution-focused and entrepreneurial individuals with a passion for purposeful innovation. He drives the company’s role in strategic initiatives aimed at driving growth and innovation across the organization and advocates for a partnership approach with customers, aligning their objectives with company offerings.
Baum, a MASB Advisor, is Founder and CEO at Avasta. He lectures at the University of Toronto where he has developed a post-graduate course on The Finance of Brand Management. He developed national financial and non-financial Brand KPI integration models while at P&G. He is a committee co-lead for ISO/TC289–Brand Evaluation and the brand reporting expert for the Licensing Executives Society response to the SEC request for enhancements to intangible reporting.
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