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.
They discussed:
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Why forgetting the importance of brand-building is a mistake
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The principles of future and existing demand
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How the concept of future demand is just as important for big established brands as it is for start-ups.
Fill out the form on the right for on-demand access to the livestream recording.
At TRA, we’re big believers in brand. By signing up, you will receive exclusive access to our downloadable guide on brand and creative tracking - designed to help you understand whether your organisation is on the right track in creating ‘Future Demand’.
