Type 2 Consulting uses a multi-disciplinary, research-based approach to generate insights on three key business topics:
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).
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Article Measurement
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.
Article Measurement
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.
Article Measurement
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.
Article Measurement
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.
Article Mergers
Pulling off a successful merger or acquisition is a daunting management challenge. Only about one in five deals actually succeeds in creating shareholder value. But there’s a step companies could take to improve their odds: pay more attention to marketing during the negotiations.
