Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Interview
Javier Meza on Coordinated Agility
The CMO of Coca-Cola's sparkling brands on the difference between company purpose and brand purpose, and on running global brands without either chaos or paralysis.
Report
Human Centricity Reset: What the IRG2020 Cohort Learned From the First Months of COVID
An extra session added to the 2020 online program, in which participants worked through what the pandemic had changed and what growth leaders should do about it.
Interview
Alan Jope on Brand-Do Versus Brand-Say
The Unilever chief executive on purpose that has to be earned, the difference between political issues and party politics, and why none of it is driven by altruism.
Study
How Much of Intangible Value Is Brand?
Jonathan Knowles measures the intangible share of company value across 12,000 companies, then tests whether the published brand value league tables agree with each other.
Interview
What Companies That Outperform Do Differently About Growth
Marc de Swaan Arons sets out the Institute for Real Growth's findings on sustained growth: overperformers define their markets abundantly, run more than one business model at a
Article
Brand Generates Demand, Reputation Generates Approval
An argument, built on Nike's decision to make Colin Kaepernick the face of Just Do It, that brand and reputation are different assets and sometimes have to be
Study
Seven Myths About Growth, and the Evidence Against Them
The first preview of IRG's findings, presented in New York in 2018: why traditional growth formulas were failing, and seven building blocks argued against seven beliefs the research
Framework
The Head of Insights Profile
The Insights2020 description of the person who should run an insights function, written as a hiring and development standard.
Study
A Practical Roadmap to Customer-Centric Growth
The Insights2020 findings written up for the Journal of Advertising Research: three dimensions, ten drivers, and the maturity ladders behind each.