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The new marketing model that combines the power of brand and performance, built on global research into how the world's best brands grow. By James Hurman, co-founder of brand-tracking platform Tracksuit and creator of the Cannes Lions Master of Advertising Effectiveness.
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Future Demand Complete Collection: eBook, Audiobook & Strategy Advisor
Everything in one place: read the book, listen to it, and put the whole model to work with the Strategy Advisor.
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Future Demand: Digital Book + Audiobook Bundle
The book in both formats. Read it at your desk and listen on the move, whichever suits the moment.
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Fernando Machado
Former CMO, Burger King & Activision Blizzard
Laura Jones
CMO of Instacart. Member Board of Directors for Match Group & Unicef USA.
Dr Marcus Collins
Clinical Marketing Professor, University of Michigan & Author of For the Culture
James Hurman is a marketing effectiveness researcher, entrepreneur, and author.
He is co-founder of Tracksuit, a brand-tracking platform used across the US, UK, and Australasia to measure brand growth over time.
James has led major effectiveness studies with organisations including WARC, Cannes Lions, and the LinkedIn B2B Institute, focusing on how advertising strategy drives long-term commercial performance. He is based in New Zealand.
Marketing performance looks strong. Growth often isn’t. This book explores why this can happen, and what decades of effectiveness research reveal about building demand that drives sustainable, profitable growth.
Inside, you'll learn:
