Vulcans, Earthlings and Marketing ROI

David Rutherford is a consultant, specializing in marketing, advertising, and business writing. He is also the long-standing editor for the CASSIES, the annual awards show for advertising that proves business-building effectiveness via a rigorous written case. Rutherford also wrote the ICA guide to Client-Agency Evaluation, and is editor and contributing author for the ICA book Excellence in Brand Communication.Jonathan Knowles runs two brand consulting firms—Structured Intuition (based in Toronto) and Type 2 Consulting (based in New York). He is co-author of the ICA report ""Measuring and Valuing Brand Equity"", and his articles on the role of brand in business have appeared in the Harvard Business Review, Sloan Management Review, and The Wall Street Journal.

``This is a refreshing, often witty, and bang up-to-date review of what could have been a very dull subject! It breaks the key issues into bite-sized chunks so that you can open this book at any page and learn something. The authors draw from a broad range of highly respected sources--and skillfully blend academic substance with good marketing common sense.'' -- Leslie Butterfield, founder of BDDH, a leading UK advertising agency; author/editorof AdValue and Excellence in Advertising -- 200712

• Table of Contents for Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet by David Rutherford and Jonathan Knowles Foreword from the ICA Preface Introduction Part 1. Finding Common Ground 1.1 Accountability and ROI 1.2 A Trilingual Story 1.3 No Simple Answer 1.4 What Business Are You In? 1.5 Words, Words, Words 1.6 The Two Meanings of Value 1.7 Vulcans and Earthlings 1.8 Agreeing What Brands Are 1.9 Agreeing That Brands Are Valuable 1.10 Brand EquityâMarketing and Advertising Version 1.11 Brand EquityâFinance Version 1.12 The Idea of UtilityâRemoving Some Myths 1.13 The Idea of Intangible Assets 1.14 Profit, Growth and Risk Part 2. Winning Hearts and Minds 2.1 What Would Emerson Say? 2.2 The Marketing Mindset 2.3 The Brand Mindset 2.4 Short- and Long-Term Roles 2.5 Choosing amongst the Possibilities 2.6 Advertising as Investment 2.7 Advertisingâs Impact on Profitability 2.8 Advertisingâs Long-Term Effect 2.9 The Long Term, from Another Perspective 2.10 The Erosive Effect of Not Advertising 2.11 The Value of Marketing Part 3. Creating a Shared Accountability Culture 3.1 The Need for TeamworkâLed from the Top 3.2 Measurability 3.3 The âNow and Laterâ Mindset 3.4 Defining the Causal Model 3.5 The Sales Funnel Model 3.6 The Brand Value Chain Model 3.7 What to Measure 3.8 Drilling Down 3.9 Measuring Brand Equity 3.10 Brand ValuationâWhen to Do It 3.11 Brand ValuationâHow to Do It 3.12 Scorecards and Dashboards 3.13 The Unisys Example 3.14 Drawing the Strands Together 3.15 A Final Word Useful Links Glossary References Diagram Sources Index Easy Reference Card