A conversation with James Hurman and Carl Sarney on the importance of future demand, and how to know that you’re creating it.
Why do tomorrow's customers matter?
As the cost of living for the public begins to impact revenues for organisations, difficult conversations are starting to happen in boardrooms about the value of long-term brand building.
It’s easy to see why: it may appear easier and more immediate to focus solely on maximising short-term returns and tracking the results through performance marketing.
However, if you want to maintain your growth and success in the long run, a strong brand is still as essential as it’s ever been.
In this 45-minute livestream, TRA Head of Strategy Carl Sarney talked to advertising effectiveness expert James Hurman about how his concept of Future Demand helps marketers show their stakeholders the importance of thinking beyond quick returns to achieve long-term growth.
Why forgetting the importance of brand-building is a mistake
The principles of future and existing demand
How the concept of future demand is just as important for big established brands as it is for start-ups.
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