290: Expert Interview: Why Don't CFOs Get the Power of Branding? with Jim Gregory

Jim Gregory, marketing expert, explains how marketers are caught in a Catch 22 situation: they know the tremendous value of branding but face a gap created by generally accepted accounting practices (GAAP) that simply don't take this into consideration. Much has dramatically changed in the concepts and methods of valuation since 1975, but accounting methods have not kept up. A leading expert on measuring the power of corporate brands and their impact on financial performance, Jim has written five books on branding, including Powerhouse – The Secrets of Corporate Branding.