Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
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.
Report
Planning the Marketing2020 Publication Program, May 2013
The content roadmap work session for Marketing2020, recording the state of the research in May 2013, the events it would be presented at, and the publishing calendar the
Study
What Marketing Does Changed Beyond Recognition. How It Organizes Did Not
A summary of Marketing2020, built on 250 vision interviews and 10,231 participants in 92 countries, setting out three characteristics of winning brands and five ways of organizing for
Study Report
Marketing2020: What Over-Performing Marketing Organizations Do Differently
The Marketing2020 study drew on more than 250 CMO interviews and a survey of over 10,000 people in 92 countries. It names three brand characteristics and five organizational
Study
Future-Proofing the Marketing Organization
The Marketing2020 brochure, setting out what separates overperforming marketing organizations across three brand drivers and five organizational ones.
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.
Playbook
Connect, Inspire, Focus, Organize, Build
An examples deck walking through the five levers of global marketing effectiveness, with the tools used for each and brand cases showing what purpose does when it works.
Study
Chronic Turbulence: Interim Findings From the Marketing 2030 Vision Interviews
Three themes from the vision interviews so far: strategy redefined around value within limits, technology integrated into an agentic enterprise, and leadership reclaimed as a C-suite role.