Brands are among the most valuable intangible assets of the firm. The billions of dollars assigned to Apple, Google, and Hermès on Interbrand’s annual ranking lists attest to their value. But notwithstanding these impressive numbers, do firms fully capitalize on …
The connection between the digital twin and related technologies such as artificial intelligence and machine learning will be examined at MASB Winter Summit 2024, a virtual event happening March 6. In his presentation, The Digital Twin Revolution: Enhancing Customer Experience …
According to Annette Tower, Assistant Professor of Marketing at Clemson University, marketing executives will likely face significant changes in their business strategy and communication approach in response to the regulatory advances in mandatory environmental, social and governance (ESG) reporting. The …
It’s time to honor another maverick of accountable marketing with a Blair Award for Marketing Accountability, to be presented at MASB Summer Summit 2023 in August. MASB co-founder Meg Henderson Blair was a pioneer of both marketing measurement and marketing accountability, …
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, …
The Marketing Accountability Standards Board has brought on Lee Hornick to be Director of Membership. His job will be to demonstrate to marketer companies the many benefits of participating in MASB’s extraordinary work on marketing metric certification, sponsorship accountability, digital …
Don’t miss MASB Spring Summit 2023, April 13, 1-3 PM ET via Zoom, featuring: The BIG DEAL about Big Data & A.I. for Marketers Strategically leveraging big data and A.I. to make marketing more accountable Venkatesh (Venky) Shankar, Professor of …
Big Data, characterized by 5Vs – volume, variety, velocity, veracity and value – has been around for over a decade. Many marketing organizations have jumped on the big data bandwagon and attempted to leverage big data with limited success. The …
In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value …
In June 2021, MASB issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. Now MASB Chair Dave Stewart is introducing a new video series to further promote the recommendation that “brand-centric …
