The Frontlines of Brand Risk

“…it will be increasingly common to include brand risk exposures in SEC disclosures…some aspects of brand risk, like reputation risk or social media risk, are already included in SEC 10-K reporting, but it is not yet widely common. Marketing has traditionally been focused on revenue growth…but in a slow and no growth environment, senior executives are really seeking ways to better understand risk exposure…”


Excerpted from “The Frontlines of Brand Risk” published in GfK’s Market Intelligence Monitor, April, 2018. See MSA’s published interview with Boston University professors, Susan Fournier and Shuba Srinivasan. Read more