Publications

Article Measurement Strategy

Association of National Advertisers: The 6 How’s & 2 Why’s of Marketing

Identifies the six ways in which marketing is operationalized (e.g. account based management vs brand marketing), plus the strategic and financial arguments for marketing. This report was produced in collaboration with the Association of National Advertisers and was a keynote presentation at the 2024 Masters of B2B Marketing Conference. Published in June 2024

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Article Measurement Strategy

Marketing Strategy Journal: Purpose, Brand Strategy, and Relationship Capital

Relationships are the basis for sustainable business success. And a well articulated purpose, manifested in effective branding, facilitates the creation and alignment of those relationships. Published in May 2025

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Article Measurement Strategy

Vicomte Publishing: Making The Case for Marketing Investment

How marketers can “speak the language of finance” and describe their role in the “sowing and harvesting of cash flow” and the creation of intangible assets in the form of brands with sustainable pricing power. Published in June 2025

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Article Measurement

MarketingNPV Journal: Don’t Waste Time with Brand Valuation

Explores the commercial reasons for undertaking a brand valuation – and why brand valuation is not the “ace in the hole” for demonstrating marketing accountability. Published in October 2004

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Article Measurement

Review of Marketing Research: The Marketing Implications of Financial Accounting

We argue that marketers’ obsession with achieving balance sheet recognition for brands is misplaced because the purpose and practices of financial accounting involve requirements that brands cannot meet. Rather, we see a significant opportunity for marketers to propose changes to management accounting so that the internal accounts of the business better reflect economic reality. Published in September 2021

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Article Measurement

Design Management Journal - Jan 2018: Design and Business Value

Review of the relationship between design, ingenuity, intangible value and business value. My effort to help creatives articulate their contribution to business success.

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LinkedIn Post Measurement

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

Measurement Video

Video: Marketing Finance with Jonathan Knowles

Article Measurement

AMA - July 2008: 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 has been a highly effective technique for communicating the idea that brands are long-lived business assets that can have significant financial value.

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Article Measurement

Type 2 Consulting - Published Article - Orientation & Marketing Metrics

Sage Publishing - Mar 2009: Orientation & Marketing Metrics

I was fortunate to collaborate with the great Tim Ambler on this review of how marketing metrics have evolved – but how their key role is still to ensure that a business has a market orientation.

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