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Jonathan Knowles founded Type 2 Consulting in 2006 following a career that spanned Finance (Bank of England), Strategy Consulting (Marakon Associates), Creative Brand Strategy (Wolff Olins), Brand Equity Measurement (Stern Stewart/Y&R’s BrandEconomics) and Brand Valuation (Brand Finance).  His vision was to fill the need among B2B executives for strategic advice on how to combine value creation with value capture.

Jonathan’s hybrid background has led BusinessWeek to call him “one of those rare financial guys who understands and appreciates marketing” and MarketingNPV to describe him as “a brand strategist extraordinaire with an unusual fluency in Finance.”  Jonathan identifies with both Finance and Marketing, seeing each as providing a vital and complementary perspective on the topic of his particular obsession – value.

The quality of Jonathan’s thinking is reflected in the number of his articles that have appeared in leading management publications such as the Harvard Business Review, the MIT Sloan Management Review, the Wall Street Journal, Marketing Management, Professional Investor, and Intellectual Asset Management.

A visual biography can be seen here.


Rich Ettenson is a Senior Partner with Type 2 Consulting and also serves as Professor of Brand Strategy and Global Marketing at the Thunderbird School of Global Management. His areas of expertise include building brand excellence, global brand strategy, and international marketing strategy.

Rich has extensive consulting experience and has worked with senior executives from leading companies such as Acer Computers, American Express, Amway, Bayer, BP, Danone, Dow Chemical, Exxon Mobil, Intel, LG Electronics and Mattel.

Rich’s articles have appeared in leading management publications such as Harvard Business Review, MIT Sloan Management Review, Financial Times, The Wall Street Journal, as well as in top tier academic journals such as Journal of Marketing, International Marketing Review, Journal of Business and Journal of Business Venturing.

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