Perspectives

Type 2 Consulting uses a multi-disciplinary, research-based approach to generate insights on three key business topics:

  • Increasing the market effectiveness of B2B companies
  • Improving the success rate of mergers
  • Defining the right measures of strategic success

The caliber and impact of our thought leadership is reflected in an impressive track of publications in the top management journals (including Harvard Business Review, MIT Sloan Management Review, and the Wall Street Journal).

LinkedIn Post Strategy

LinkedIn: What is the Real Balance Sheet of Your Business?

Commentary Strategy

Commentary: Differentiation in B2B

Differentiation is often spoken of as the holy grail of marketing.  It is what makes your product or service stand

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Measurement Video

Video: Marketing Finance with Jonathan Knowles

Mergers Slideshare

Type 2 Consulting - SlideShare Presentation - Brand Strategy & Mergers

Presentation: Brand Strategy and Mergers: Is Brand a Significant Variable?

Article Strategy

MIT Sloan: Don’t Confuse Brand With Reputation

The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blogging and other unsavory activities, has brought the “reputation imperative” to the top of the agenda for business leaders.

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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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Strategy Video

Social Media & the CEO's Agenda

Video: Social Media & The CEO’s Agenda

Commentary Mergers

Commentary: Mergers Are Relationships, Not Transactions

I believe that the shockingly low success rate of M&A reflects the fact that they are approached from a transaction mindset, not a relationship mindset.

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Premium Content

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.