The best products and service in the world do not guarantee you positive brand recognition. The most important aspect is how the marketplace *feels* about your brand. At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, IBM Chief Magic …
Sports marketing currently faces hurdles with shrinking traditional viewership, media fragmentation caused by the shift to streaming, and fading brand loyalty among younger, multitask-heavy demographics. In addition, marketers must navigate volatile athlete unpredictability and high rights fees that complicate return-on-investment (ROI) tracking. At MASB Summer Summit, Aug. 5 – …
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 …
Sports marketing currently faces hurdles with shrinking traditional viewership, media fragmentation caused by the shift to streaming, and fading brand loyalty among younger, multitask-heavy demographics. In addition, marketers must navigate volatile athlete unpredictability and high rights fees that complicate return-on-investment (ROI) tracking. …
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 …
