Jonathan Knowles founded Type 2 Consulting in 2006 following a career that spanned 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).

T2’s mission is to help B2B companies evolve from “supplier” to “partner” status by shifting their focus from selling solutions to delivering the outcomes that customers and other stakeholders care about.

BusinessWeek has described Jonathan as “one of those rare financial guys who understands and appreciates marketing” while MarketingNPV asserted that he is actually “a brand strategist extraordinaire with an unusual fluency in Finance.” While Jonathan identifies with both Finance and Marketing, his true focus is on how companies combine customer value creation with a business model that delivers a superior return on capital.

The quality of Jonathan’s thinking is reflected in more than twenty articles in the Harvard Business Review, the MIT Sloan Management Review, the Wall Street Journal plus other lead articles for Marketing Management, Professional Investor, and Intellectual Asset Management.