Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Interview
Why EffectiveBrands Sold to Millward Brown, in the Founder’s Words
Marc de Swaan Arons explains the 2014 acquisition that created Millward Brown Vermeer: the reasoning, the scale it bought, and the name.
Study
What Marketing Does Has Changed. How It Is Organized Has Not.
A summary of the Marketing 2020 findings, arguing that winning brands combine big insights, purposeful positioning and total experience, and that capability is what correlates most strongly with
Study
Marketing2020 Key Findings, December 2013
The December 2013 summary of Marketing2020: what the study measured, the ten things it expected to be different, and the five organizing principles it recommended.
Press Release
Nearly Three-Quarters of Marketers Say Societal Purpose Drives Growth
Early Marketing2020 findings presented at the first CMO round table held at the Cannes Lions Festival, chaired by the chief marketing officers of Unilever, IBM, Visa and Adobe.
Briefing
What It Takes to Win as a Global Brand in Asia
A conference talk on the framework behind the Leading Global Brand study. Effective global brands share three traits, and scaling them is a question of how the organization
Article
An Eyewitness Account of September 11, Ten Years On
Marc de Swaan Arons was in Lower Manhattan on September 11, 2001. He set down what he saw a decade later, including how little of it he trusts.
Interview
Paul Polman on Purpose, People and the Core
Paul Polman talks to Marc de Swaan Arons about why purpose is not new, and what it took to turn Unilever toward multiple stakeholders.