Principals

Jonathan Knowles is the Founder and CEO of Type 2 Consulting.  He has a background in Finance (Bank of England), Strategy Consulting (Marakon Associates), Creative Brand Strategy (Wolff Olins), Brand Equity Measurement (Stern Stewart/Y&R’s BrandEconomics) and Brand Valuation (Brand Finance).

This hybrid background has led BusinessWeek to call him “one of those rare financial guys who understands and appreciates marketing” and MarketingNPV to dub him “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.

His articles have appeared in the Harvard Business Review, the MIT Sloan Management Review, the Wall Street Journal, Marketing Management, Professional Investor and Intellectual Asset Management.

Rich Ettenson is a Senior Partner with Type 2 Consulting and also serves as Professor of Brand Strategy and Global Marketing at the Thunderbird School of Global Management.  His areas of expertise include building brand excellence, global brand strategy, and international marketing strategy.

Rich has extensive consulting experience and has worked with senior executives from leading companies such as Acer Computers, American Express, Amway, Bayer, BP, Danone, Dow Chemical, Exxon Mobil, Intel, LG Electronics and Mattel.

Rich has published in leading management outlets such as Harvard Business Review, MIT Sloan Management Review, Financial Times, The Wall Street Journal, as well as in top tier academic journals such as Journal of Marketing, International Marketing Review, Journal of Business and Journal of Business Venturing.