James Hurman and Carl Sarney on the role of brand building in creating future demand.

To grow and succeed, all businesses need a strong brand. In fact, evidence shows that the long-term success of companies hinges directly on their ability to create a strong and memorable brand – one that remains in the minds of consumers not yet ready to buy.

However, many of us are still focusing too much on short-term gains at the expense of building a familiar brand. This is a mistake - and one that could cost us.

In this livestream recording, TRA Head of Strategy Carl Sarney talks to author of Future Demand James Hurman about how we can harness the true power of brand to create sustainable, long-term growth. They discuss:

• Balancing investment between existing and future demand
• Building a rapport with future consumers
• Taking advantage of familiarity bias
• Measuring the impact of future demand on ROI
• ...and much more.

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