Publications

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, the Marketing Strategy Journal, the Review of Marketing Research, the Journal of Interactive Marketing, Professional Investor, Intellectual Asset Management, 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 has collaborated on commissioned reports by LinkedIn’s B2B Institute (“The Three Drivers of Financial Value” 2024) and the Association of National Advertisers (“Marketing Impact Measurement Study” 2024 and “How Strong Brands Impact Financial Value” 2014).

He is coauthor of the book “Vulcans, Earthlings & Marketing ROI” (Wilfrid Laurier University Press, 2008) and “The Ultimate CMO Guide to Beat Budget Hell” (Vicomte, 2025).

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 (accounting for marketing, brand valuation).

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.

Download

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.

Download

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).

Download

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.

Download
1 3 4 5

Premium Content

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.

  • This field is for validation purposes and should be left unchanged.