How do individuals develop likes, dislikes, and brand affinities toward products, services, or experiences? At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, Steven Jagger, Partner at MSW Research, will present, Adaptive Systems Theory of Consumer Preference Formation. “This …
Strategy defines where the business is going. Marketing determines how the organization creates and captures customer value. Operations ensures the business consistently delivers on that promise. Sustainable growth occurs when all three functions are fully aligned. In today’s dynamic business …
What separates marketplace admiration from marketplace success? What separates applause from profitability? Why do some companies have the largest museum of failed products while others enjoy both product and market success kinetically? The world’s most admired brands are never built …
The Marketing Accountability Standards Board is launching the MASB Breakfast Club, a series of morning gatherings in New York City designed to unpack the latest research, issues, and challenges facing marketers. MASB member organizations and allies will be hosting. The …
Marketing organizations are under pressure to translate AI enthusiasm into measurable business impact. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Greg Stuart, CEO of the Marketing + Media Alliance (MMA) and co-host of Decoding AI for Marketing, will moderate the …
Collegiate naming rights are evolving, and jersey patches were just approved. What used to be considered prestige signage or logo placement is now becoming something far more powerful: a fully integrated performance channel embedded inside universities and their surrounding communities. …
As generative AI transforms market research and consumer insights, the risk of “metric hallucinations” threatens the integrity of marketing accountability. To address this, the Marketing Accountability Standards Board is evolving the Universal Marketing Dictionary (marketing-dictionary.org) from a “passive reference” into …
What prompts and guardrails are needed for AI to deal effectively with open-ended survey questions and unstructured data? At MASB Winter Summit 2026, Feb. 18-19 on Zoom, marketing industry veteran Tim Gohmann, PhD, will present, Identification and Assignment of Sentiment to Purchase Drivers …
According to Jeremy Korst and Stefano Puntoni, generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation, they believe, will be two AI-generated tools designed to …
In 2026, consumer expectations continue to rise faster than brands can typically respond, reaffirming that emotion – not rational evaluation – drives the majority of purchase decisions. Insights from the Brand Keys Customer Loyalty Engagement Index, now in its 28th …
