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).

T2’s mission is to help B2B companies evolve from “supplier” to “partner” status by shifting their focus from selling solutions to delivering the outcomes that customers and other stakeholders care about.

BusinessWeek has described Jonathan as “one of those rare financial guys who understands and appreciates marketing” while MarketingNPV asserted that he is actually “a brand strategist extraordinaire with an unusual fluency in Finance.”  While Jonathan identifies with both Finance and Marketing, his true focus is on how companies combine customer value creation with a business model that delivers a superior return on capital.

The quality of Jonathan’s thinking is reflected in more than twenty articles in the Harvard Business Review, the MIT Sloan Management Review, the Wall Street Journal plus other lead articles for Marketing Management, Professional Investor, and Intellectual Asset Management.


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. at ASU. 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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