Jonathan Knowles is the coauthor of five articles in the Harvard Business Review and fifteen in the MIT Sloan Management Review (nine of which form “The Strategy of Change” series). His articles have also appeared in The Wall Street Journal, Professional Investor, Intellectual Asset Management, the Review of Marketing Research, the Journal of Interactive Marketing, The Marketing Journal and the AMA’s Marketing Management.

He has coauthored chapters on “The Marketing Implications of Financial Accounting” (2021) and “Orientation and Marketing Metrics” (2009), as well as a Marketing Science Institute working paper on “The Value Implications of Corporate Branding in Mergers” (2011).

He is coauthor of the book “Vulcans, Earthlings & Marketing ROI” (Wilfrid Laurier University Press, 2008).

His writing focuses on three main topics – business strategy (especially the role of purpose, reputation, and brand in value creation); mergers (intangible assets, post merger integration, brand architecture); and performance measurement (economics vs accounting, performance metrics, valuation).

Strategy Video

The S.A.V.E. Framework

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.

LinkedIn Post Measurement

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

Measurement Video

Video: Marketing Finance with Jonathan Knowles

Mergers Slideshare

Type 2 Consulting - SlideShare Presentation - Brand Strategy & Mergers

Presentation: Brand Strategy and Mergers: Is Brand a Significant Variable?

Presentation that summarizes our research on the relationship of post merger corporate brand strategy and stock performance.

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.


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.


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.


Strategy Video

Social Media & the CEO's Agenda

Video: Social Media & The CEO’s Agenda

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.

Article Mergers

MIT SMR - Jun 2006: Merging Brands & The Brand Merger

Our ambitious project to categorize the ten corporate brand options from which merging companies can select – and the messaging that customers, employees and investors will infer from each.

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