BrandEmbrace Tool Joins MMAP 'Elite'

In the US, the Marketing Accountability Standards Board (MASB) has validated behavioral economics metric BrandEmbrace, developed by the consultancy firm Behavioral Science Lab (BSL).

BSL's BrandEmbrace was designed to predict and manage brand switching, loyalty and share change, while reflecting the degree to which a brand choice satisfies the buyer's expectation for a product or service. Tim Gohmann, co-founder and Chief Science Officer and Ron Mundy, co-founder and COO say the tool's goal is to model how and why humans make decisions without 'allowing our own biases to degrade our understanding'.

The tool has now undergone MASB's Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance. Tony Pace, MASB President and CEO, says BrandEmbrace is the first metric assessed that has a qualitative component explaining brand preferences. Frank Findley, MASB Executive Director and Chief Advisor to the MMAP Center, adds: 'BrandEmbrace, by successfully addressing the MMAP set of empirical evaluation protocols, has entered an elite group of metrics with proven ties to financial outcomes'.

Web sites: www.themasb.org and www.behavioralsciencelab.com .