In this uncertain era, how can marketers assess and manage brand risk? Dr. Mark L. Frigo of DePaul University and Dr. Bobby Calder of Northwestern University recommend using the latest applied research on brand valuation, brand strategy, strategic risk assessment …
Were insufficient marketing efforts a key causal factor in the underperformance of Kraft Heinz and other venerable brands? Former marketing finance executive Jim Meier has his suspicions. “Most articles written during the unfolding Kraft Heinz story cite as key causal …
The marketing accountability authorities will put forth Marketing Opportunities in the Era of Economic Uncertainty at MASB SUMMER SUMMIT 2025, Aug. 13 – 14 at DePaul University Kellstadt Graduate School of Business in Chicago. Request your invitation from events@themasb.org. Wednesday, August 13, 9 AM – 5 PM …
Check out Why Brands MUST Be Valued in Financial Terms, Episode 10 of the Making Marketing Accountable webinar series, featuring co-authors Jim Meier & Frank Findley. Then order your copy of The Financial Value of Brands Imperative – Second Edition. …
If you weren’t able to participate in our event at SMU Cox School of Business last month, visit The MASB Channel on YouTube and check out these outstanding sessions: MASB SPRING SUMMIT 2025 on THE MASB CHANNELRequest your invitation to our next …
Insights from Unstructured (Big) Data for Marketing Value Purush Papatla, Professor of Marketing and Co-Director of the Northwestern Mutual Data Science Institute at the University of Wisconsin-Milwaukee demonstrates how unstructured (big) data have insights which, if extracted, can lead to …
Our Spring Zoom event on April 13 featured valuable presentations by some very profound marketing authorities, like the outstanding CMO Insights Panel and our Spotlight Interview. Check out all this sampling of summit sessions on the MASB Channel on YouTube, …
Catch up on the conversations at MASB Fall Summit 2021, Nov. 11 at the Union League Club in Manhattan and via Zoom. CMO Role, Deliverables and Tenure MASB President/CEO Tony Pace discusses the evolving role of Chief Marketing Officer with …
According to MASB President/CEO Tony Pace, the Marketing Accountability Standards Board is on track in delivering on its goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. “If there …
Despite the challenges brought by the Covid-19 pandemic, 2020 was a productive one for MASB and its project teams. Besides all of the output detailed below, we successfully pivoted from our traditional biannual summit in-person event to a multi-session Zoom …
