Sponsorship Accountability Part 6: eSports
Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature …
Tag: marketing ROI
Defining Marketing’s Contribution to Firm Profitability
The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand …
BrandEmbrace Metric Successfully Completes MASB Audit
BrandEmbrace® Expected Utility Metric Shown To Be a Valid, Reliable, Sensitive and Calibrated Predictor of Brand Preference BrandEmbrace®, a behavioral economics …
2017: The Year in Marketing Accountability
MASB broadened its scope in 2017, beginning with a new look that illustrates our focus on bringing Finance, Analytics and Marketing …
Why is ‘Brand’ Missing from Boardroom Discussions?
Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are …
TV Still Has Tremendous Power To Move Markets
Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB …
Proving Marketing’s Contribution to Bottom Line
According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace …
Why spend on a brand if you don’t get credit for it?
By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to …
Applying MASB’s Model for Brand Valuation
The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in …