AMI contributes to ISO brand standard

By Roger James, Chairman, Australian Marketing Institute

Marketers are all too familiar with the vexed issue of brand valuation. Being unable (in most cases) to bring brand values to the balance sheet distorts indices such as return on assets, but perhaps more importantly it devalues the role of marketing in making a business successful.

Now the International Standards Organisation has weighed in to the matter and is about to publish a Draft Standard on Brand Valuation. You may know that the AMI has been closely involved in this through membership of the relevant Working Party. When the Draft Standard is released, we will be promoting its discussion and review.

The final ISO standard may not bring about a change to brand valuation accounting rules in the short term, but the fact that the world standards body has taken the trouble to address the issue will surely promote active and serious discussion of the role of brands as critical business assets.

I encourage all marketers to become involved in the review process and to support the promotion of the standard when it is finalised. It is particularly important to reach the broad business community on this; marketing can only benefit from the widest possible dissemination of the standard.

Contact: roger.james@ami.org.au

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Addressing marketing in the boardroom

By Mark Crowe, Chief Executive Officer, Australian Marketing Institute

Last year the Institute established a Business Advisory Board (see members here) to help achieve a greater level of interaction with the wider business community in promoting the role and value of marketing.

A key strategy of the advisory board in meeting this objective is the development of the main principles around how marketing should be addressed at board level. In effect, we will equip directors and senior management with the questions that should be asked of their company’s marketing performance and the level of adequate information and reporting format they should expect to receive.

We are liaising with the Australian Institute of Company Directors and expect to have further information available in the first half of the year.

This is an important development for gaining a greater voice for marketing in the boardroom. Further improvement to the understanding of marketing at board level will complement the findings from our recent research that indicate most senior marketers are feeling very positive about their role and influence within their organisation.

Further information on the senior marketer research, which was supported by Colmar Brunton, can be found in the member-only section of the website. Login to the website and see the link on the Member Area page.

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New event manager for Victoria

Jennifer Trethewey (pictured left) has been appointed as AMI’s event manager in Victoria. Jennifer, who is a Fellow of the Institute, a CPM, and a former Victoria and Tasmania state councillor, brings extensive marketing and events experience to the role. She has held senior management positions with Myer/Grace Bros, Centrepoint Shopping Centre, Antarctic Adventure, Drysdale Institute, Coles Myer, and Staging Connections. Members can say ‘hello’ to Jennifer at the next event they attend. She can be contacted on (03) 9681 9037 or vic@ami.org.au

View the Victoria events calendar

What’s on in your state

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Profile of a CPM: Darrell Jacobs

Title: Head of Marketing Communications, Mitsubishi Motors, based in Adelaide.

Experience, qualifications: 15 years in marketing, MBA, Bachelor of Management Marketing.

Pride in accomplishment: Team development of ‘Love that car’ consumer line and underlying customer pride strategic approach.

What’s the most valuable marketing lesson you have learnt? No matter how scientific, strategic or measurable you get, don’t forget to walk in the shoes of the person receiving your message – will they understand it!

What are marketers’ biggest challenges? Media proliferation, true connection with a customer that is savvy to most of the marketing illusion

Worst recent technological advancement for marketing? Email. It has stifled the true art of marketing teams bonding, creating ideas and generally disseminating information.

Future direction for marketing? Increased measurability, addressing the use of digital platforms and the online conversation, and ultimately getting the consumer to become your marketer.

What does the statement ‘Value Creation Through Marketing’ mean to you? More reports, more measures – seriously, marketing has a key role to play in developing the brand, driving sales and ultimately moving the business forward. Invest to grow, don’t save your way out of business.

Find out about upgrading to Certified Practising Marketer

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2010 Marketing Summit: ‘Being Remarkable: Getting Results in a Crowded Market’

One-day conference, 13 May, Sofitel Brisbane

Being remarkable isn’t necessarily about being the most fashionable or fabulous brand in the room. Being remarkable is about character and brand sincerity, listening and engaging with audiences and daring to be different. It’s big ideas not big budgets. It’s sliced bread.

In less than three months, the 2010 AMI Marketing Summit will place remarkable ideas at centre stage and what it takes to turn them into remarkable results, relevant to every sector and industry. It will look at the balance between courage and discernment through the eyes of some of Australia’s leading marketers.

Speakers will include:

• David Chalke, Leading Social Analyst, AustraliaSCAN.
• David Redhill, Partner & Chief Marketing Officer, Deloitte Touche Tohmatsu.
• John O’Hara, CEO, Sunny Queen Eggs.
• Paul Cornwell, Partner, BCM Partnership.
• Joanne Stone, Head of Channel Planning and Integration, BCM Partnership.
• Steve McRoberts, Executive Director of Marketing, Tourism Queensland.
• Donald C Holdsworth, Managing Director, MatchPower Australia Pty Ltd.
• Josh Frith, Managing Director, @www Digital and dubz.tv.
• Gretha Oost, Managing Director and Founder, Half a Teaspoon.
• Nathan Betteridge, CEO and Founder, Everyday Hero.

The 8th Annual AMI Marketing Summit will equip you to add measurable and meaningful value to your organisation. Mark it in your diary and register now to take advantage of early bird rates for this one-day conference that gives you the opportunity to mix with your peers and industry colleagues.

Online registration is available | PDF registration is available

For further information, contact Louise Marron on qld@ami.org.au or 07 5593 9633.

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