Over the course of the last couple months, I have spoken to many CMOs about coveying the value of a brand in terms of financial impact. The thinking really began at the MASB (the Marketing Accountability Standards Board) meeting this August in Chicago. MASB is a standards body for providing consistency on the way we measure marketing success for both marketers and finance folks alike.
But articulating brand value for both marketing and finance - and ultimately executive leadership - is a consistent challenge for many marketers across a multitude of industries. One approach we have seen be successful is for a marketing organization to work collaboratively to develop a "compound" brand health tracker. This tracker can be updated daily, weekly, or monthly as the industry and business requires. Below is a sample tracker:
Wednesday, October 26, 2011
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