Type 2 Consulting https://type2consulting.com/ Thu, 15 Jan 2026 12:56:49 +0000 en-US hourly 1 https://type2consulting.com/wp-content/uploads/2017/10/cropped-T2-identity-32x32.png Type 2 Consulting https://type2consulting.com/ 32 32 The Three Dialects of Finance https://type2consulting.com/publications/the-three-dialects-of-finance/ Fri, 08 Aug 2025 13:45:42 +0000 https://type2consulting.com/?p=1729 Describes how there are three different constituencies within Finance, each sensitive to a different framing on how Marketing impacts business

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]]> Describes how there are three different constituencies within Finance, each sensitive to a different framing on how Marketing impacts business performance. Published in August 2025.

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]]> The 6 How’s & 2 Why’s of Marketing https://type2consulting.com/publications/marketing-6-hows-and-2-whys/ Thu, 03 Jul 2025 15:25:09 +0000 https://type2consulting.com/?p=1707 Identifies the six ways in which marketing is operationalized (e.g. account based management vs brand marketing), plus the strategic and

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]]> Identifies the six ways in which marketing is operationalized (e.g. account based management vs brand marketing), plus the strategic and financial arguments for marketing. This report was produced in collaboration with the Association of National Advertisers and was a keynote presentation at the 2024 Masters of B2B Marketing Conference. Published in June 2024

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]]> Sibling Rivals With Shared Beliefs https://type2consulting.com/publications/sibling-rivals-with-shared-beliefs/ Thu, 03 Jul 2025 15:07:31 +0000 https://type2consulting.com/?p=1700 Describes how the rivalry between Marketing and Finance may stem from the similarity of their beliefs, rather than their differences.

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]]> Describes how the rivalry between Marketing and Finance may stem from the similarity of their beliefs, rather than their differences. Published in October 2024

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]]> Purpose, Brand Strategy, and Relationship Capital https://type2consulting.com/publications/1698/ Thu, 03 Jul 2025 15:05:36 +0000 https://type2consulting.com/?p=1698 Relationships are the basis for sustainable business success. And a well articulated purpose, manifested in effective branding, facilitates the creation

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]]> Relationships are the basis for sustainable business success. And a well articulated purpose, manifested in effective branding, facilitates the creation and alignment of those relationships. Published in May 2025

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]]> The Business Case for Creativity https://type2consulting.com/publications/the-business-case-for-creativity/ Thu, 03 Jul 2025 15:03:17 +0000 https://type2consulting.com/?p=1696 Distinguishes between the “hunter” and “farmer” versions of creativity – and how each contributes to improving the risk profile of

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]]> Distinguishes between the “hunter” and “farmer” versions of creativity – and how each contributes to improving the risk profile of the business. Published in June 2025

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]]> Making The Case for Marketing Investment https://type2consulting.com/publications/making-the-case-for-marketing-investment/ Thu, 03 Jul 2025 14:57:29 +0000 https://type2consulting.com/?p=1691 How marketers can “speak the language of finance” and describe their role in the “sowing and harvesting of cash flow”

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]]> How marketers can “speak the language of finance” and describe their role in the “sowing and harvesting of cash flow” and the creation of intangible assets in the form of brands with sustainable pricing power. Published in June 2025

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]]> The 6 Marketing Levers That Map to the 3 Drivers of Financial Value https://type2consulting.com/publications/the-three-drivers-of-financial-value/ Wed, 10 Jul 2024 04:35:27 +0000 https://type2consulting.com/?p=1668 Using the Gordon Growth Model as the foundation, this report (produced in collaboration with the B2B Institute at LinkedIn) identifies

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]]> Using the Gordon Growth Model as the foundation, this report (produced in collaboration with the B2B Institute at LinkedIn) identifies the six marketing levers that map to the three drivers of financial value

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]]> Don’t Waste Time with Brand Valuation https://type2consulting.com/publications/dont-waste-time-with-brand-valuation/ Sat, 05 Nov 2022 16:18:13 +0000 https://type2consulting.com/?p=1472 Explores the commercial reasons for undertaking a brand valuation – and why brand valuation is not the “ace in the

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]]> Explores the commercial reasons for undertaking a brand valuation – and why brand valuation is not the “ace in the hole” for demonstrating marketing accountability. Published in October 2004

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]]> The New Math of Mulitstakeholderism https://type2consulting.com/publications/the-new-math-of-mulitstakeholderism/ Sat, 05 Nov 2022 16:14:24 +0000 https://type2consulting.com/?p=1470 Identifies how value is a combinatorial function in stakeholder capitalism – your performance is only as good as your weakest

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]]> Identifies how value is a combinatorial function in stakeholder capitalism – your performance is only as good as your weakest link. Contrasts this to the compensatory nature of shareholder capitalism where financial performance makes up for the deficiencies in your performance on other dimensions. Published in November 2022

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]]> What is the Purpose of Your Purpose? https://type2consulting.com/publications/what-is-the-purpose-of-your-purpose/ Mon, 18 Apr 2022 19:09:07 +0000 https://type2consulting.com/?p=1461 In this feature article from the March/April 2022 issue of Harvard Business Review, we unpack the different meanings of “purpose”

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]]> In this feature article from the March/April 2022 issue of Harvard Business Review, we unpack the different meanings of “purpose” and identify the four business agendas that are impacted by it. We lay out a five step process for ensuring that your corporate purpose is defined in a way that is authentic and actionable.

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