Videos

The short videos below (each is less than 3 minutes) explain key aspects of our philosophy of business:

The Type 2 Perspective – The Importance of Intangible Value to Your Business

The concept of intangible value and why it is an important driver for understanding the value of a company.
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The Type 2 Perspective – What Marketers Need To Know About Finance

The key differences and similarities between marketing and finance people.
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The Type 2 Perspective – Brand Strategy Post-Merger

Three categories of post-merger brand strategy and some surprising research results concerning the significance of customer and employee good will.
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The Type 2 Perspective – Two Worldviews of Business

Thoughts on rationality through a concept Jonathan Knowles calls Two Worldviews.
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The Type 2 Perspective – Value Proposition: Marketing’s Biggest Contribution

Why the definition of a compelling value proposition is probably the single biggest contribution that marketing can make to the value of a business.
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The Type 2 Perspective – Social Media and the CEO’s Agenda

Three key issues on the CEO’s agenda that can be informed by the often overlooked long-term view of social media on the marketing measurement spectrum.
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