With a recently issued ISO global standard for brand evaluation calling for a better understanding of brands, MASB has added a section on the impact of tax rate changes on brand value to its previously released white paper, Applying the …
Our gathering last month in New Orleans was a terrific collection of marketing thought leaders putting their minds to such issues as sample quality, sponsorship metrics and digital advertising accountability. Check out the Who’s Who of Marketing Accountability from MASB Winter …
The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in measuring and reporting brand value, a large portion of 21st Century intangible assets. MASB formed its Brand Investment & Valuation …
It is said, “Don’t judge a book by its cover,” but the cover of Accountable Marketing: Linking Marketing Actions to Financial Performance gives an excellent indication of the scope and value of the new book by the Finance and Marketing thought leaders at MASB, …
“Marketing has a long history of attention to measurement and the creation of metrics, yet most of the metrics used to assess the outcomes of marketing activities are tactical and not directly linked to the overall financial performance of the …
