Publications

Article Measurement

Review of Marketing Research - Sept 2021: 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.

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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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Measurement Video

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

Video: Marketing Finance: The Perspective of Five Senior Marketers

Great advice from five accomplished marketers about the importance of focusing on business impact, not simply creative impact.

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

T2C HBR Article: Accidental Brand

HBR - July 2010: Do You Have an Accidental Brand?

Our commentary about how companies with strong science or engineering prowess may misunderstand the true basis for their brands. Customers only care about your technology to the extent that it enables them to achieve their outcomes!

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