Brand Accountability

Many departments within a corporation will argue the need for accountability in marketing, but none steps forward to take ownership of how to account for brand equity. Most unfortunately, the accounting profession has ignored the undeniable growth of brand value.

Measuring and Improving the Long-term Impact from Marketing for Fast Moving Consumer Goods.

Establishing Marketing Measurement & Accountability Standards

The Marketing Accountability Foundation (MAF) is the independent, private sector, self-governing organization authorized by its membership. Sources of funding include Membership Dues, Projects, Workshops, Technical Services, Publications, and Training, Advisory & Auditing Services.

Only one association has come forth ready to take on the issue of marketing accountability. The Association of National Advertisers, under the leadership of Bob Liodice, has been pursuing the concept of generally accepted brand valuation principles. The ANA represents the largest advertisers so it is logical and commendable that such an organization lead the discussion.

This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.

Strategy+business magazine's best marketing book of 2005. Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits.

In 2004, responding to mounting pressure from corporate boardrooms for accountability in the marketing function, a cross-industry/cross-discipline body of marketing scientists initiated The Boardroom Project. Members recognized that measurement standards (tied to financial performance) are essential for the efficient and effective functioning of a marketing driven business, because decisions about the allocation of resources and assessment of results rely heavily on credible, valid, transparent and understandable information.

MASB is enabling this transformation by serving as the independent, private sector, self-governing body, establishing measurement and accountability standards across industry and domain for continuous improvement in financial return…attending to measurement as the foundation and catalyst for advancement.

Cato Dangoor is the first truly Global Brand Accountability specialist. We believe that leveraging brand equity can be the principal factor in building and maintaining competitive advantage. Our strategic partners and creative teams have unparalleled experience earned through working with many of the world’s most powerful brands.

In the last few years, marketing accountability has evolved from being a directive of industry analysts and thought leaders to become a full-fledged strategic imperative for corporations. There is no better evidence of this than a recent survey of senior marketing executives by the Association of National Advertisers (ANA) that found marketing accountability is ranked as the top issue facing marketers today.