Edgar Baum

Edgar Baum is the Founder & CEO of Avasta Incorporated a firm dedicated to modernizing financial measurement of intangibles, including brands. He is also the course developer and lecturer for The Finance of Brand Management graduate course at the University of Toronto. Edgar is one of the primary authors of the global ISO Standard 20671:2019 Brand Evaluation ratified in March 2019 as well as for the upcoming ANSI: Intangible Assets in the Boardroom standard.  Edgar is the past co-chair, Improving Financial Reporting Committee of the Marketing Accountability Standards Board (MASB).