Industry News Archives

The Tagline – Invented by the Ancient Greeks

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…

Marketing Hall of Fame 2023

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 appointed as New MASB CEO Determined To Elevate Role of Marketing

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

CMTO? A title that diminishes the value of brand and marketing

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.

Words of Inspiration from the Marketing Hall of Fame 2022 Inductees

The Marketing Hall of Fame is back with a roar, with 2022 inductees, Marc Pritchard, Ann Mukherjee, Bozoma Saint John and Antonio Lucio.

Earth Day Urgently Needs Rebranding!

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:

A different reason for Western brands to pull out of Russia

MacDonald's, Coca-Cola, PepsiCo and a thousand other brands have now pulled out of Russia. They’ve realized the need to act to save their brand value.

Marketing Hall of Fame 2022 Inductees

Media Contact: Jack Mello, PR for Marketing Hall of Fame, jack.mello@gmail.com Back with a roar: after a two-year event hiatus due to the pandemic, “Marketing’s Future in an Uncertain World” to be the subject at the in-person induction ceremony May…

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!

Building Brand Alpha One Year On!

We are thrilled to celebrate the one year anniversary since our official launch, which took place on January 11th last year. Thank you to all who supported us this past year, and we look forward to continuing the work needed to build brand alpha and maximize the value of brand for companies across industries.

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