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Strategy Video

Video: The S.A.V.E. Framework

Commentary by the creators of the S.A.V.E framework about the origins and application of the framework to B2B marketing.

Article Strategy

MIT SMR - Jan 2008: Don’t Confuse Brand With Reputation

The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blogging and other unsavory activities, has brought the “reputation imperative” to the top of the agenda for business leaders.

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Strategy Video

Video: Social Media & The CEO’s Agenda

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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Slideshare Strategy

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

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T2’s research reports represent the distillation of our thinking on important business topics. In order to enable us to build communities of common interest around these topics, we ask that you share some details about yourself and the basis for your interest. Please note that we only respond to professional email addresses, not personal ones.