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.


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.


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).


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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