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, …
THE SITUATION: In early April, transgender social media influencer Dylan Mulvaney released March Madness-related, sponsored Instagram posts promoting Bud Light that were immediately met by a wave of criticism within social media. MEDIA RESPONSE: Within days, the news media was …
Smucker’s $5.6 billion acquisition of Hostess Brands validates the contribution of the financial value of brands to future cash flows, as detailed in the white paper, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms, …
The Truth About Brand Boycotts Jim Meier and co-author Frank Findley saw the Bud Light “brand divorce” coming. Meier explains how their conclusions are supported by the MASB Brand Investment & Valuation (BIV) model, which established drivers of a “generally …
As brands are too often treated as incidental business expenses, the ISO (International Organization for Standardization) calls for brands to be proactively managed and measured at least annually to increase firm value as established by improvements in brand strength and …
In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College, explains how The Moribund Effect makes it difficult to evaluate acquired brands. In June 2021, …
In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value …
In Part Two of the Financial Value of Brands video series, Joanna Seddon, Managing Partner at Presciant, discusses The Influence of Brands on Enterprise Value and illustrates how brands –through the future stream of cash flows – can be a primary …
In June 2021, MASB issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. Now MASB Chair Dave Stewart is introducing a new video series to further promote the recommendation that “brand-centric …
