Edgar Baum

Edgar is a leading, globally involved pioneer and practitioner in the field of data-driven measurement for financial understanding brands and enhancing corporate valuation. He is the Founder & CEO of Avasta Incorporated, a firm focused on bring mathematics to business. He is also one of the co-authors of the recently ratified ISO standard for Brand Evaluation, taught in his course, and the upcoming reporting standards for Intangible Assets. Prior to Avasta, Edgar was a Founder and Chief Brand Economist for Strata Insights preceded by being the Managing Director, North America for the brand valuation firm Brand Finance. He has also worked at P&G and Merrill Lynch. He is a regular speaker and guest lecturer in Asia, Europe and graduate programs at NYU-Stern, Hult Business School and Northwestern. Edgar is a graduate of U of T with a BA in Philosophy, Mathematics and Fine Art History. Edgar is the Founder & CEO of Avasta Inc, a company focused on value optimization by identifying the intersection between market demand, competitive advantage and valuation. He is an independent commercial valuator, expert witness in the court system in Canada & the US, a graduate lecturer on the Finance of Brand Management – a course focused on sound allocation of capital for revenue growth for brand-dependent companies, and co-author of multiple standards. He has previously founded and run a brand economics firm, run the North American practice of Brand Finance, the international brand valuation firm, been a financial controller, and raised debt, private equity, and venture capital for high growth firms.