We have ambitious goals for 2024 and beyond. We are driven by our vision—to elevate the CMO to their rightful place in the boardroom, by making marketing accountable. In 2023, we gained traction. 2024 is about making it happen. We’ve …
On May 10, 2023, the Marketing Accountability Standards Board (MASB) released its briefing, Bud Light ‘Boycott’ May Not End, Here Is Why. It opined that the travails of Bud Light which began in early April were not a consequence of …
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, …
While marketing has developed numerous performance measures, many marketing metrics are NOT explicitly linked to financial performance in predictable ways. Cash flow both short-term and over time is the ultimate marketing metric to which all activities of a business enterprise, …
