Publications

Article Strategy

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

WLUP: Vulcans, Earthlings, & Marketing ROI

A light-handed but serious attempt to educate marketers about how to express the business impact of their work. Sponsored by the Institute of Canadian Agencies and coauthored with the vice chairman of Ogilvy & Mather in Canada, this book allowed me to integrate my thoughts around strategy, finance and marketing.

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Mergers Video

Type 2 Consulting - YouTube - Brand Strategy Post-Merger

Video: Brand Strategy & Post-Merger Returns

A short video I recorded to summarize our findings into the relationship between corporate branding and post merger returns.

Measurement Video

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

Video: What Marketers Need to Know About Finance

My observations on the points of commonality – and points of difference – between marketers and finance professionals.

Measurement Video

Type 2 Consulting - YouTube - Intangible Value

Video: The Importance of Intangible Value to Your Business

My short explanation of the financial significance of intangible assets – and the difference forms they take.

Article Measurement

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

AMA: How to Define Your Brand & Determine its Value

My explanation of the multiple definitions of “brand” and the circumstances in which each definition is relevant.

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Article Measurement

Type 2 Consulting - Published Article - Reconcilable Differences

HBR - May 2007: Reconcilable Differences

Marketing and Finance have a famously fractious relationship, but each is a source of vital insight. Marketing illuminates the task of value creation while Finance illuminates the task of value capture. Together they form the basis for sustainable business success.

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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

This article review the findings from the integration of the Stern Stewart database on corporate performance with the Y&R database on brand strength. Together they reveal the extent to corporate valuation is a reflection of current financial performance and brand equity (serving as the proxy for anticipated future financial performance).

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Slideshare Strategy

Type 2 Consulting - SlideShare Presentation - Marketing Finance: Vulcans & Earthlings

Presentation: Marketing Finance: Vulcans & Earthlings

A brief overview of how the mindset of a homo economicus (aka Vulcans) differs from the mindset of real people

Article Mergers

Wall Street Journal M&A Blind Spot Article

WSJ - July 2007: M&A Blind Spot

Only about one in five merger transactions actually creates shareholder value. We argue that marketing’s focus on value creation is a vital ingredient to a process that is currently focused too heavily on the things that might cause the deal to fail, rather than the things that will make it succeed.

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