CEOs and CFOs are recognizing brand value as an asset that can be managed for growthThe flawed accounting practice that ignored brands' asset capabilities is waning, says James Gregory, author of “Leveraging the Corporate Brand.” The Financial Accounting Standards Board is beginning to understand that "fair value" accounting for the brand is the only … [Read more...]
CMOs Changing Role Includes Internet Marketing Strategy
Marketing needs to learn how to implement online elements and track the metricsCMO magazine reports that the role of the CMO is changing according to a research project by CMO Partners and executive search firm Spencer Stuart. They interviewed more than 350 CEOs and CMOs. Their primary conclusion: The role of the CMO must expand.One of the areas … [Read more...]
