Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
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.
Framework
Humanized Growth Is a Change Journey, and Most Change Journeys Fail
IRG sets out the humanized growth equation and then treats the shift toward it as an eight step change management program.
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.
Playbook
Amplifying a Humanizing Growth Series Session
The playbook IRG gives a guest's communications team ahead of a webinar, with a month-long timeline and three worked examples of what has already worked.