Brand building advertising invests money into creating goodwill with a customer. Without further spending such goodwill declines. There are other ways to create goodwill. For example, US universities do so through the funding of sports. Such funding has its payoff through things like the Flutie effect. The Flutie Effect Doug Chung looked at the impact…
Author: neilbendle
Neil is an Associate Professor Marketing at the Terry College of Business, University of Georgia. He investigates the measurement of marketing performance, the accounting/marketing interface, and the impact of non-standard decision making in commercial and political markets.
Neil is the Chair of the Marketing Accountability Standards Board advisors. He is co-author of Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (3rd edition) Wharton School Press and is co-author of a cartoon book: Behavioural Economics for Kids.
Valuing Brands In Accountancy
Valuing brands in accountancy has been a challenge for a long time. The Challenge Of Valuing Brands In Accountancy Brand valuation is a challenging topic. Still, it is a critical one for marketers. It is hard to look at corporate accounts without noticing that marketing is poorly accounted for. The accounts largely omit the value…
Story Spreadsheets
Business school spreadsheets annoy me. I’m not anti-spreadsheet generally. Indeed, a good spreadsheet is a thing of beauty. What irritates me is the belief students have that a good spreadsheet is a complicated spreadsheet. Students sometimes think that the more they can jam onto a single worksheet the better. This fundamentally mistakes the purpose of…
The Balanced Scorecard
Today’s post is about a classic of business literature. The Balanced Scorecard from Robert Kaplan and David Norton is an approach to business strategy. It is hard to argue with the basic idea that businesses should regularly monitor a variety of success factors and report how they are succeeding on each factor. Four Perspectives In…
Emulating Alexander The Great
It is popular to gain “advice” from historical characters about management. The logic seems to be that the higher the body count of the historical character the more wisdom they have to impart. There are various approaches, Robert’s take on Attila the Hun goes for humor. Leandro Martino’s book on Alexander the Great takes a…
Attila’s Leadership Secrets
Wess Roberts’ Leadership Secrets of Attila the Hun was a great idea. Too many management writers seem to think boring is the way to go. A good message wrapped in an interesting package is likely to have more impact than the same message conveyed in turgid prose and indecipherable acronyms. As such, I’ll confess to…
Thinking By The Numbers; Mostly Smart And Occasionally New
I enjoyed the book Super Crunchers. It is a couple of years old [in 2014] but it still reads well. Perhaps some of the surprise people might have had when it was published may have dissipated. In recent years things only the rare few knew about, e.g. metadata and data warehouses, have become staples of dinnertime conversation. It…
Fairness and Channel Coordination
Fairness matters in life. People are motivated to achieve fair outcomes. (Although people are generally quicker to notice shares that are unfair to them than to other people.) Given business is a human social endeavor it shouldn’t be a huge surprise that fairness matters in business too. Adding fairness concerns to models of how business works…
Too Much Information
Peter Shawn Taylor’s article in the July issue [2014] of Canadian Business tackled an interesting issue. Can we give consumers too much information? The Problem Of Too Much Information In Disclosures Consumers need adequate information to reward marketers offering a good a deal. As such, information is generally a good thing. That said, long legal disclaimers…
Misunderstanding Political Marketing
Bruce Philp’s article in the July [2014] issue of Canadian Business criticizes political marketing for being “hollow and disingenuous”. I think this is misunderstanding political marketing. Political Marketing Is Not Just Political Communications I wasn’t impressed. Firstly, I think Philp is equating political marketing with political communications. This is a strange thing for a brand strategy consultant…
