Vulcans, Earthlings, and Marketing ROI:

"Marketing accountability has become a hot topic in the boardroom. This book explains how marketers and their agencies can communicate the value of marketing and advertising to a business audience - in part by exposing the fallacy that customer behavior is the product of pure Vulcan-like rationality."--BOOK JACKET.

David Rutherford is a former President and Vice Chairman of Ogilvy Mather Toronto. He is the long-standing editor for the Cassies, the annual awards show for advertising effectiveness, and author of the ICA guide to Client-Agency Evaluation, and editor and contributing author for the ICA book Excellence in Brand Communication. Jonathan Knowles is the CEO of the brand consulting firms Type 2 Consulting (based in New York) and Structured Intution (based in Toronto). He is co-author of the ICA report "Measuring and Valuing Brand Equity." His articles on the role of brand in business have appeared in the Harvard Business Review, Sloan Management Review and The Wall Street Journal.

Foreword from the ICA	p. ix
Preface	p. xi
Introduction	p. xiii
Finding Common Ground
Accountability and ROI	p. 2
A Trilingual Story	p. 4
No Simple Answer	p. 5
What Business Are You In?	p. 6
Words, Words, Words	p. 7
The Two Meanings of Value	p. 8
Vulcans and Earthlings	p. 9
Agreeing What Brands Are	p. 11
Agreeing That Brands Are Valuable	p. 14
Brand Equity-Marketing and Advertising Version	p. 17
Brand Equity-Finance Version	p. 18
The Idea of Utility-Removing Some Myths	p. 19
The Idea of Intangible Assets	p. 21
Profit, Growth and Risk	p. 25
Winning Hearts and Minds
What Would Emerson Say?	p. 28
The Marketing Mindset	p. 29
The Brand Mindset	p. 32
Short-and Long-Term Roles	p. 38
Choosing amongst the Possibilities	p. 45
Advertising as Investment	p. 48
Advertising's Impact on Profitability	p. 51
Advertising's Long-Term Effect	p. 55
The Long Term, from Another Perspective	p. 57
The Erosive Effect of Not Advertising	p. 61
The Value of Marketing	p. 65
Creating a Shared Accountability Culture
The Need for Teamwork-Led from the Top	p. 70
Measurability	p. 71
The "Now and Later" Mindset	p. 72
Defining the Causal Model	p. 74
The Sales Funnel Model	p. 76
The Brand Value Chain Model	p. 77
What to Measure	p. 79
Drilling Down	p. 81
Measuring Brand Equity	p. 84
Brand Valuation-When to Do It	p. 90
Brand Valuation-How to Do It	p. 92
Scorecards and Dashboards	p. 94
The Unisys Example	p. 98
Drawing the Strands Together	p. 101
A Final Word	p. 107
Useful Links	p. 109
Glossary	p. 111
References	p. 135
Diagram Sources	p. 138
Index	p. 141
Easy Reference Card	p. 155
Table of Contents provided by Ingram. All Rights Reserved.

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Vulcans, Earthlings, and Marketing ROI: Getting Finance, Marketing and Advertising Onto the Same Planet

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Author Biography

Table of Contents

Supplemental Materials