James Gregory, CEO, CoreBrand is interviewed by the Financial Management Network to discuss valuating intangible assets and the impact of marketing on the corporate brand. (25 minutes 44 seconds)

Adobe Flash Player not installed or older than 9.0.115!

Financial Community Society
April 5, 2011
USA Today

The “GAAP” between marketing and finance has never been greater. And, the chasm will never diminish unless intangible assets like the brand are allowed to be valued as they are created. The fault doesn’t reside with marketers; rather, the problem dwells in current accounting standards that don’t recognize how intangible assets are key drivers for increasing corporate value. Consequently, this lack of financial insight sabotages the proper funding of most marketing budgets.

Today, corporate financial statements and annual reports of insufficient and inadequate for assessing the performance of the brand value, but the revolution in valuation has started and change is coming. Jim Gregory, who has been at the forefront of the battle to make communications measurable and accountable will clarify how these coming innovations will impact marketers and communicators in the US and worldwide. His discussion will take you through his twenty-year quest to convince senior management to acknowledge communications as an investment and not as an expense.

(48 minutes 36 seconds)

In a video interview with Bulletproof Blog, Jim Gregory, CEO, CoreBrand, discusses the ways in which strong brands are created, maintained and protected. (4 minutes 23 seconds)

Adobe Flash Player not installed or older than 9.0.115!

James Gregory, CEO, CoreBrand, talks at the ANA Financial Management Conference on a panel discussion about “Brand on the balance sheet”. (10 minutes 58 seconds)

Adobe Flash Player not installed or older than 9.0.115!

Karl Barnhart, CoreBrand President, discusses brand building at Ticket Summit 2010. (1 minute 39 seconds)

Adobe Flash Player not installed or older than 9.0.115!