Finance and marketing share three fundamental beliefs
Jonathan KnowlesMarketing and finance share several beliefs about business, they just differ on how to carry these out, making them closer to sibling rivals than full-on enemies.
Marketers can unlock budget by being finance friendly
Jonathan KnowlesUnderstanding the six ways in which financial value is created can help marketers unlock bigger budgets.
Brands are multipliers, not assets in themselves
Jonathan KnowlesBrands act to accelerate the value of a business model rather than being assets in themselves. Framing brands as standalone assets will simply serve to alienate finance.