TESTIMONIALS

“Superb! A must read for anyone who aspires to be a great marketer and every CEO who wants to be truly successful. The book illustrates how brand building investment can drive both short-term results and superior long-term shareholder returns.”
– Stephen Graham, EVP Corporate Marketing & Convergence Officer, Rogers Communication (#1-ranked global marketer by Advertising Age)

“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/editor of AdValue and Excellence in Advertising

“A book for thought leaders. Marketer-friendly and Finance-credible (a very rare combination) with significant managerial implications for marketing, customer value and shareholder value. The logic is strong and compelling. And the writing is a breath of fresh air.”
– Richard Ettenson, Professor of Global Marketing, Thunderbird School of Global Management

This is a breakthrough book. It gives Marketing and Advertising people the big picture. And it reminds Finance people, without getting starry-eyed, why brands are so important. The Vulcan-Earthling theme is wonderful.
Ralph Thornicroft – Former Head of Research at Procter & Gamble, Canada

Much-needed clarity on Marketing ROI, and the fact that people in all disciplines can learn from each other’s strengths. I don’t know of any other book with such a comprehensive view of the subject.
Richard Burjaw – VP Marketing, Pepsi Cola Canada (Formerly in Finance)

It may seem that Finance, Marketing and Advertising people are from different planets, but this book is a starmap for them to discover the business benefits of common ground.
O. Burtch Drake – President-CEO, American Association of Advertising Agencies

Smart thinking about the financial value of long-term brand equity.
Dr. Joe Plummer – Chief Research Officer, The Advertising Research Foundation

Self-confessed Vulcans like me will applaud this effort to clarify the relationship between customer value and shareholder value—helping Marketing see the world from Finance’s perspective, and vice versa.
Pat LaPointe – Managing Partner, Marketing NPV; Author of Marketing by the Dashboard Light

Read on and prosper. How can Marketing and Advertising escape the crossfire between Vulcans and Earthlings? First, make your marketing model explicit. Second, measure and test your assumptions. Third, adjust the model to reflect learning. Finally, repeat the process—always keeping the key players on the same planet.
William Ratcliffe PhD – Former President of Millward Brown Canada

Mission accomplished!
Dr. J. Brad Davis – Associate Professor, Marketing, Wilfrid Laurier University

Stupid title. Intelligent book!
Tim Ambler – Senior Fellow, London Business School. Author of Marketing and the Bottom Line. [Tim dislikes the title because it uses “ROI” as a catch-all term—something he hates! Ironically, we share his view. See Chapter 1.1]