Perspectives

LinkedIn Post Measurement

Type 2 Consulting - LinkedIn Post - Enterprise Values Post

LinkedIn: How Much of Enterprise Value is Brand?

Measurement Video

Video: Marketing Finance with Jonathan Knowles

Article Measurement

American Marketing Association: Varying Perspectives on Brand Equity

The concept of brand equity first emerged in the marketing literature of the late 1980s. The use of a financial term for what was actually a customer-based construct was a highly effective technique for communicating the idea that brands are longlived business assets that can have significant financial value.

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Commentary Measurement

Commentary: Brand As Value Multipliers

I often ask my clients whether having a strong brand or a strong operating model is more important in terms of the value of their business.

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Article Measurement

Type 2 Consulting - Published Article - Orientation & Marketing Metrics

Sage Handbook of Marketing: Orientation & Marketing Metrics

Most business disciplines vie for more attention from senior management. Their claims are based on competing views about the management orientation most likely to deliver business success (for example, a financial orientation versus a production orientation).

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Measurement Video

Type 2 Consulting - YouTube - Marketing Finance: Perspective of Five Senior Marketers

Video: Marketing Finance: The Perspective of Five Senior Marketers

Measurement Video

Type 2 Consulting - YouTube - What Marketers Need to Know About Finance

Video: What Marketers Need to Know About Finance

Measurement Tweet

Type 2 Consulting - Twitter Post - Is This Who We Are?

Twitter: Is This Who We Are?

Measurement Slideshare

Type 2 Consulting - SlideShare Presentation - Brand Valuation: The Marketer's Perspective

Presentation: Brand Valuation: The Marketer’s Perspective

Measurement Video

Type 2 Consulting - YouTube - Intangible Value

Video: The Importance of Intangible Value to Your Business

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T2’s research reports represent the distillation of our thinking on important business topics. In order to enable us to build communities of common interest around these topics, we ask that you share some details about yourself and the basis for your interest. Please note that we only respond to professional email addresses, not personal ones.