Featured Content Archives

How UL Created a Employer Brand that Enhances the Value of the Company

In a business that absolutely depends on the expertise of its people, UL Solutions invested in their employer brand--with results that paid off. Employer branding is getting a great deal of attention and investment these days. That is because using…

The Brand in the Boardroom: Making the Case for Investment in Brand

Bringing brand valuation out of the box and into the daylight will dramatically improve the financial performance of businesses that adopt it, which has the potential to transform marketing. Winner of the distinguished WPP Atticus Grand Prix

Recognition for the Financial Value of Brand. MASB needs volunteers!

I’ve been arguing for years that companies are missing out on growth opportunities by neglecting to link brand and marketing to money (see my white paper, Brand in the Boardroom). Now, finally, the financial value of brands is being taken more seriously by the marketing community, led by MASB, together with the ANA. We at Presciant are thrilled, and delighted to be involved in the initiative. MASB needs more brands to pilot a new approach. We hope that you will participate!

Finance in Marketing: A Practitioner’s View of Brand Valuation

Joanna Seddon discusses how brand creates value and offers a new way of looking at the financial valuation of brands. A video in the MASB Finance in Marketing Education project, a collaboration between Fortune 500 CFOs and CMOs, and top…