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TWICM 214: James Hurman Future Demand, Making the Commercial Case for Brand Investment
James Hurman, author of Future Demand and co-founder of Tracksuit, joins That’s What I Call Marketing to explain how brand building creates future demand, how performance marketing converts current demand and why marketers need both to drive sustainable growth. This episode offers a practical way to understand how advertising really works, how to build the internal case for brand investment and how marketers can move an organisation beyond a performance-only mindset without betting everything on one dramatic change.
In this episode, we cover:
– Why James Hurman rewrote Future Demand…
The skinny
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