The GIFT Report (Global Intangible Financial Tracker) 2016 is a really useful piece. A collaboration by Brand Finance (a brand valuation firm), CIMA (the Chartered Institute of Management Accountants), and the IPA (Institute of Practitioners in Advertising). It contains some notes on intangible value. It highlights major factors and trends in the reporting of this…
Category: MASB
A (Very Badly Done) Illustration Of Accounting For Marketing
I am not an artist in any way. Given this I’m not an ideal person to illustrate ideas. That said, I wanted to quickly (sadly not as quickly as it looks) get across the message that accountants really aren’t doing enough on the reporting of marketing assets. Considering how financial accountants report on marketing assets…
Creating Discussions Between Marketers And Accountants
In a piece for my accounting body (ACCA) I discuss the problem of what to do in respect of brands on the balance sheet. My intention is to help foster a dialogue between (financial) accountants and marketers. I am all about creating discussions between marketers and accountants. A lot of this website speaks to that….
Why Value Marketing Efforts Even When Perspectives Differ?
Jonathan Knowles notes that different disciplines often come at brand equity from different perspectives. For the sake of clarity, he lays out three ways of looking at brand. He uses exemplars from marketing, finance, and accounting. Although, of course, no discipline is monolithic — many marketers might take the finance perspective, etc… Why value marketing…
Capitalizing Spending On Intangibles
My final comment on Lev and Gu’s The End of Accounting discusses their idea of how to improve financial reporting. This is a bit more controversial to my mind but worth considering. They suggest capitalizing spending on intangibles. Too Many Estimates? The authors argue that accounting uses too many estimates. As such, although the authors…
Financial Information And Stock Prices
For the next few weeks I’ll discuss Lev and Gu’s new book on the problems of financial accounting, The End of Accounting. Here the authors discuss financial information and stock prices. Basically, the relevance of accounting information to investment decisions. Financial Information And Stock Prices: Little Connection This book sets out the case that financial accounting…
A Common Marketing Language
A major problem in marketing is that one often has only a general idea of what another marketer is speaking about. “Unfortunately, marketing still does not have that commonality of terminology” (Farris, Reibstein, and Scheller, 2016, page 46). We need a common marketing language. We Lack Shared Meanings A marketer will talk of loyalty and…
