by Joanna Seddon, Managing Partner, Presciant and Nikhil Gharekhan, Managing Partner, Presciant How should you use brand valuation? Brand valuation should drive strategy. I hate the term “brand valuation.” Not that there is anything wrong with it—there isn’t—it’s perfectly correct. But…
I just shared the presentation below to the Marketing Accountability Standards Board Summer Summit at Rutgers Business School, as part of my CEO address. It stimulated some great discussion and ideas. Here they are: 1. Experiential marketing can accelerate brand…
AI is the tectonic shift that just rewrote how brands are found, consumed, made, and tracked. Your survival depends on managing your AI brand. This isn't another marketing channel. It's the first time since brands replaced the shopkeeper that the…
Sports brand value is growing exponentially. The status of sports is rising, seemingly unstoppably, and with it, the value of associated brands. The transformation of sports brand value In the past, a few sports, such as polo, cricket (in the…
By Joanna Seddon, Managing Partner, Presciant The ancient Greeks invented many things—from democratic institutions to the alarm clock. Did you know that they also invented the tagline? It was Simonides 2,500 years ago. The first taglines took the form of…
Joanna Seddon, Managing Partner, Presciant Why the Marketing Hall of Fame is different. Induction into the Marketing Hall of Fame is a unique honor. The Marketing Hall of Fame is different from other awards in five ways that make it…
Joanna Seddon, our managing partner, was just appointed CEO of MASB, the Marketing Accountability Standards Board, and her vision is to elevate marketing to its rightful position
As more companies abolish CMO titles, the CMTO title gains more praise. However, this shift is creating more harm than good for marketing's future.
The Marketing Hall of Fame is back with a roar, with 2022 inductees, Marc Pritchard, Ann Mukherjee, Bozoma Saint John and Antonio Lucio.
I had an interesting conversation recently with Alex Kaplan from AdWeek. He asked me if brands should still celebrate Earth Day. Or, given the amount of coverage, give up on the attempt to break through. You can see his article at this link: