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).

Measurement Video

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

Video: Marketing Finance: The Perspective of Five Senior Marketers

Article Mergers

Type 2 Consulting - Merging the Brands & Branding the Merger

MIT Sloan: Merging Brands & The Brand Merger

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 Strategy

Type 2 Consulting - Published Articles - Vulcans Earthlings and Marketing ROI

Wilfrid Laurier University Press: Vulcans, Earthlings, & Marketing ROI

As you read this, a couple of twenty-somethings in a basement somewhere areinventing the next YouTube or Facebook—giving companies yet more ways to reach their audiences. With all this change, however, one thing is constant. Our clients still need to make sensible investments, and get a good return.

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Mergers Video

Type 2 Consulting - YouTube - Brand Strategy Post-Merger

Video: Brand Strategy & Post-Merger Returns

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

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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Article Measurement

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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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.