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July 09, 2010: In Search of 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.
October, 2009: CLV Roadmap for CPG (.pdf file)
Measuring and Improving the Long-term Impact from Marketing for Fast Moving Consumer Goods.
Jan 2010: About MASB – Year II Overview & Report (.pdf file)
Establishing Marketing Measurement & Accountability Standards
Marketing Accountability Foundation
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.
ANA | Association of National Advertisers
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.
Reflecting on Marketing Accountability
This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.
2007: Profit Brand: How to Increase the Profitability, Accountability & Sustainability of Brands
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.
The Boardroom Project : MASB: Marketing Accountability Standards Board
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: Marketing Accountability Standards Board
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.
Cata Dangoor Associates - Global Brand Accountability
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.
Nov 30, 2006: Marketing Accountability and ROI, Part I
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.
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