The marketing accountability movement is inspiring works by top players in Finance, Analytics and Marketing – and MASB project teams are leading the way. For more, see MASB WHITE PAPERS.


Austin Business Journal: Tiny Startup Helps Huge Brands Get Inside Customer Minds – Mar 2018
Forbes: Taking the Risk Out Of The High Stakes Sponsorship Game – Diorio Feb 2018
ACCA Global:
The Knotty Problem of Brand Valuation – Bendle Sep 2017


Order the MASB Book

MASB Positioning Statement: Why is Brand Missing from Boardroom Discussions? Aug 2017
ANA Marketing Maestros:  Advertising Should Remain Short-Term Expense – EDH Feb 2017 
Journal of Brand Management: 
Brand value, accounting standards, and mergers and acquisitions: “The Moribund Effect” – Sinclair/Keller Jan 2017
CFO: Readers Sound Off: Accounting for Brands – May 2016
CFO: Proposed Mega-Deal Underscores Flawed Accounting Rule – Sinclair/Blair Mar 2016
Routledge: Accountable Marketing: Linking Marketing Actions to Financial Performance – Stewart/Gugel Feb 2016
Ad Age: One Marketing Metric to Rule Them All? Group Believes It Has One – Neff  Nov 2015
GfKMIR: Keeps Working and Working: The Long-Term Impact of Advertising – Hannsens Oct 2015
JBM: A Case for Brands as Assets – Sinclair & Keller May/Jun 2014
Capco Journal: Valuing Brands – Gregory & Moore – Oct 2013
ANA: Rationale & Proposed Principles for Brand Valuation – Sinclair  Aug 2011
Corporate Finance Review: Putting Financial Discipline In Marketing – Stewart Oct 2006
ARF Re!Think: Measurement-Based Accountability Standards – Stewart Apr 2005