How do companies use brand as a business asset to improve corporate value? Join us as Jim takes us to the intersection of marketing and finance, where a determined effort is underway to change how finance executives evaluate and report their firm’s intangible assets.
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Midmarket Change Agents: Finance Executives and the Flow of Actionable Data in Middle-Market Firms YOURS FREE – A Middle-Market Executive/Blackline Systems Report
Valuing a Brand: A Board Level Discussion
“The value a corporate brand brings to a company is so important and so fundamental that the decision making concerning the brand really must reside at the board level, and while the day-to-day function of the brand is at the CMO level they should report to the board on a periodic basis as to where the value of the brand stands.”
The Marketing Finance Disconnect
Interview Links
Jim’s Site
Marketing Accountability Standards Board
Untouchable Intangibles August 30, The Economist
What Are Brands For August 30, The Economist
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