Perspectives

Article Measurement

T2C HBR Article: Accidental Brand

Harvard Business Review: Do You Have an Accidental Brand?

For every Intel that intentionally crafts its trajectory as a brand rather than as a mere product, there are dozens of brands such as LYCRA, KONI, and Dell that have developed a deep resonance with customers more by accident than strategic intent.

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Type 2 Consulting - Published Article - How to Define Your Brand & Determine Its Value

American Marketing Association: How to Define Your Brand & Determine its Value

How do you define a brand? The word is frequently used, but with a number of different meanings. As brand “guardians,” marketers need to be aware that there are at least three different definitions and must understand the circumstances where each definition is relevant.

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Type 2 Consulting - Published Article - Reconcilable Differences

Harvard Business Review: Reconcilable Differences

Marketing and Finance have a famously fractious relationship, with each accusing the other of failing to understand how to create value. That tension may seem to be dysfunctional, but when channeled right, it can actually be productive.

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Article Measurement

Type 2 Consulting - Published Article - Value-Base Brand Measurement & Management

Journal of Interactive Marketing: Value-Based Brand Measurement & Management

There is widespread recognition of the important role that brands play in generating and sustaining the financial performance of companies. With excess capacity in virtually every industry, strong brands are vital for getting prospective customers to notice a company’s products or services.

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