Topics

T2 has written extensively on the subject of the role of brands in business – and specifically on the topics of brand equity, marketing accountability, the role of brand strategy in mergers, and the importance of intangible assets.

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

We have organized our writing under the six headings of “Brand Equity,” “Brand Valuation,” “Business Strategy,” “Marketing Accountability,” “Mergers and Brand Strategy” and “Vulcans and Earthlings” – each page contains our latest blog posts on that topic plus hyperlinks to our published articles. We hope you enjoy the material and would welcome your feedback.

Please feel free to use the information in our posts/articles with appropriate acknowledgement of its source.