Publications

T2 is an acknowledged authority on the role of brands in business strategy (as known as “marketing finance”) – and specifically on the topics of customer value creation, brand strategy during mergers, marketing accountability, and the analysis of intangible value.

Our articles have appeared in top tier business and academic publications including the Harvard Business Review, the MIT Sloan Management Review, the Wall Street Journal, the Marketing Science Institute, the Journal of Marketing, the International Marketing Review, the Journal of Business and Intellectual Asset Management.

In addition to over 20 business and academic articles, Jonathan Knowles has co-authored or contributed to three books:

Co-author of Vulcans, Earthlings and Marketing ROI (Wilfrid Laurier University Press, 2008)

Principal contributor to Brands: Visions and Values (Wiley & Sons, 2001)

Co-author of a chapter on “Orientation and Marketing Metrics” in the Sage Handbook of Marketing Theory (SAGE publications, 2010) with Tim Ambler of London Business School

Our expertise focuses on the topics of customer value creation, brand strategy during mergers, and marketing accountability. Set out below are the major articles we have published under each of these topics:

Customer Value Creation

Rethinking the 4Ps” describes how B2B companies can develop a solution-based sales strategy. It appeared in the January/February 2013 edition of Harvard Business Review.

The Hazard of Having an Accidental Brand” describes how many B2B companies fail to understand the full basis of their value to their clients. It was published on the Harvard Business Review blog in July 2010.

Varying Perspectives on Brand Equity” highlights the differences in the accounting, financial and marketing definitions of brand equity. It was the cover article in the July/August 2008 edition of Marketing Management.

We reviewed a number of the leading methodologies for brand equity measurement in our article “In Search of a Reliable Measure of Brand Equity” in the July 2005 edition of MarketingNPV.

Clarifying the difference between brand equity and corporate reputation was the topic of our article “Don’t Confuse Reputation With Brand” in the Winter 2008 edition of the MIT Sloan Management Review.

A fundamental component of brand equity is trust – “Credit for Credibility” describes the four major dimensions of trust. The article was published in the McKinsey special report for the 2003 World Economic Forum in Davos.

Brand equity is often driven by emotional factors. Debunking the conflict between reason and emotion was the topic of our article “Emotion is Not the Opposite of Reason” that appeared in Fall 2005 edition of M50 Vista magazine.

Brand portfolio management is an important element in how to satisfy different customer needs. “Achieving the Ideal Brand Portfolio” was published in the Winter 2005 issue of the MIT Sloan Management Review.

Brand Strategy During Mergers

Why Fusing Company Identities Can Add Value” summarizes the managerial implications of our analysis of the relationship between corporate brand strategy selection and post-merger financial returns. It was published in the September 2011 edition of Harvard Business Review.

Value Implications of Corporate Branding in Mergers” reports the dramatic results of our analysis of the relationship between brand strategy selection and post-merger financial returns. It was published as a Working Paper of the Marketing Science Institute in February 2011.

The role of brand strategy in mergers is also a major area of focus. The benefits of having a senior marketer involved in the M&A process was the topic of our article “M&A Blind Spot,” published in the June 16 2007 edition of The Wall Street Journal.

A detailed analysis of the 10 corporate branding options available to merging companies was the subject of our article “Merging the Brands and Branding the Merger” in the Summer 2006 edition of the MIT Sloan Management Review.

Marketing Accountability

Using Social Media to Understand the Topic of Marketing Finance” summarizes the insights from our synthesis of on-line discussions about the business impact of marketing. It was published in the April 2011 edition of MarketingNPV.

Alleviating the tension between marketing and finance was the focus of our article “Reconcilable Differences” in the June 2007 edition of Harvard Business Review.

Brand valuation is often assumed to be proof of the business impact of branding. “Don’t Waste Time With Brand Valuation” cautions against unrealistic expectations of what brand valuation can do, and describes the relatively limited number of circumstances in which a formal brand valuation is required. This article was published in the October 2004 edition of MarketingNPV.

We returned to the topic of brand valuation in the November 2008 edition of MarketingNPV. “My Brand’s Bigger Than Your Brand” documents the worryingly high level of variation in the values attributed to the leading brands in the three most popular brand valuation league tables.

Brand Valuation: What it Means and Why it Matters” appeared in the May 2004 edition of Intellectual Asset Management.