Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet
David Rutherfordis a consultant, specializing in marketing, advertising, and business writing. He is also the long-standing editor for the CASSIES, the annual awards show for advertising that proves business-building effectiveness via a rigorous written case. Rutherford also wrote the ICA guide to Client-Agency Evaluation, and is editor and contributing author for the ICA bookExcellence in Brand Communication.Jonathan Knowlesruns two brand consulting firms—Structured Intuition (based in Toronto) and Type 2 Consulting (based in New York). He is co-author of the ICA report “Measuring and Valuing Brand Equity”, and his articles on the role of brand in business have appeared in theHarvard Business Review,Sloan Management Review, andThe Wall Street Journal.