See the whole picture

The fact that brand accountability is important is not new, but it appears that few senior marketers have grasped how to represent the importance of branding to their senior managers.

See the whole picture

Jim GregoryCore Brand

Brand accountability is critically important. It not only reflects your credibility with peers and management but also impacts budgets and how your success is measured. Unfortunately, few communications and marketing managers understand how to represent the value of branding to senior management.

A CFO's demand for accountability and a CMO's inability to deliver acceptable reporting is an old issue. The problem stems from the accounting profession, which has never recognized the value of the intangible asset called the brand - until now. The exponential growth of intangible assets, measured as a...

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