PUBLICATIONS

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.

RECENT PUBLICATIONS

MASB: Sponsorship Accountability Part 4: Driving Sponsorship Value • Pace/Ebben/Christensen Nov 2019
MASB: Sponsorship Accountability Part 3: The Business Case for the Business Case • Pace/Ebben/Christensen Nov 2019
MASB: Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit • Pace/Ebben/Christensen Oct 2019
MASB: Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality? • Pace/Ebben/Christensen Oct 2019
LinkedIn Pulse: On Sponsorship Measurement • Lagarda Aug 2019 
LinkedIn Pulse: AI & The Magic Customer-Getting Machine Thompson Aug 2019
LinkedIn Pulse: Marketing Return on Investment: Is Yours Accountable? Taylor Aug 2019
Newswire: Marketing Accountability Trailblazer, Meier, Honored by MASB for Work at MillerCoors Aug 2019
Newswire: Brand Authorities Sinclair and Keller Receive Blair Award for Marketing Accountability Aug 2019
Forbes: Carpe Brand Why Marketers Should Seize the Moment and Embrace New Standards Diorio Jun 2019
Forbes: How Transparent Is Your Marketing Spend? Diorio Apr 2019
Newswire: New ISO Global Standard Calls for Annual Brand Evaluations Mar 2019
Forbes: The Financial Power of Brand Preference Diorio Jan 2019


PAST PUBLICATIONS

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Newswire: Stephen Diorio Appointed MASB Fellow Decker-Hoppen Dec 2018
Forbes: Government Oversight Won’t Make Marketing More Accountable Diorio Oct 2018
Newswire: Definition of ‘Brand’ Continues to Evolve in the Marketing Sphere Decker-Hoppen Sep 2018
ANA/MASB: Improving Sponsorship Accountability Metrics Jul 2018
Newswire: Kantar’s Meaningfully Different Framework Completes MASB Metric Audit Jul 2018
Forbes: Why Investors Need Better Measures and Reporting… Diorio/Bendle June 2018
Newswire: New ISO Brand Evaluation Standard ‘Golden Ticket’ for Brand Owners May 2018
Forbes: New Global Standards For Reporting Brand Value Can Help CEOs… Diorio May 2018
Forbes: Marketers Need to Measure Twice Cut Once Diorio Apr 2018
Kellogg Insight: What Is a Brand Really Worth? Calder Apr 2018
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
MASB: Why is Brand Missing from Boardroom Discussions? Aug 2017
ANA:  Advertising Should Remain Short-Term Expense Decker-Hoppen Feb 2017 
JBM: 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   PDF
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
MSI: Marketing Return on Investment: Seeking Clarity for Concept and Measurement Farris/Hanssens/Lenskold/Reibstien 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
JAR: Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in Business Blair/Kuse 2004