Measuring a brand's contribution to revenue with mathematical accuracy - Edgar Baum - S1 Ep 7
There's brand marketers on one side and Edgar Baum on the other. He has mathematically proven the complex relationship between brand and revenue. Edgar is even called as an expert witness in court cases, and has developed an ISO valuation standard, such is the depth and integrity of his knowledge regarding the evaluation of intangible assets. Why is Tesla so valuable? Why are CPG/FMCG brands under attack? Is a brand more than a logo or your brand design guideline document? How does a brand work and why do people buy? If you've a fan of the work that Ehrenberg-Bass is doing in the field of branding, this is the perfect complement to this level of discussion. Warning: not suitable for the brand-fluff marketing types or CFO's suck in the legacy world of tangible assets and traditional accounting practice. This is a fresh take on the concept of brands from the triple perspective of a marketer, a financier and a mathematician. Listening to this episode could be confronting for those who do not possess an open mind. For all mentions, references and trailers to this episode, go here