Jonathan is the CEO of Type 2 Consulting, consulting firm specializing in the brand dimension of business strategy, and in the measurement of the financial impact of marketing investments.
He
is the co-author of Vulcans, Earthlings
and Marketing ROI, a book designed to help marketers frame the business
case for marketing in a way that will appeal to their hyper-rational colleagues
in Finance.
Jonathan
has a background in finance (Bank of England), strategy consulting (Marakon
Associates), creative brand strategy (Wolff Olins), brand equity measurement (BrandEconomics
– the joint venture between Stern Stewart and Y&R) and brand valuation
(Brand Finance).
This hybrid background led BusinessWeek to describe him as "one of those rare financial guys who understands and appreciates marketing" and MarketingNPV to describe him as "a brand strategist extraordinaire with an unusual fluency in Finance." Jonathan just thinks of himself as being in the business of using branding to make companies more successful.
Jonathan is a frequent speaker on the role of brand in business strategy and is the author of more than 30 articles on this and related branding topics. His articles have appeared in the Wall Street Journal, the Harvard Business Review, the MIT Sloan Management Review, the Intellectual Asset Management magazine, Professional Investor and AMA's Marketing Management magazine.
Type
2 Consulting (www.type2consulting.com)
advises companies on how to use branding and marketing to enhance business
value. The firm offers a disciplined,
fact-based approach to the identification of the value uplift that marketing
can provide, the strategy for achieving that uplift, and the metrics on which
performance should be monitored.
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