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James Hurman, "Future Demand: Why Building Your Brand among Tomorrow’s Customers Is the Key to Start-Up Success" (Previously Unavailable, 2022)
James Hurman, "Future Demand: Why Building Your Brand among Tomorrow’s Customers Is the Key to Start-Up Success" (Previously Unavailable, 2022)
ratings:
Length:
33 minutes
Released:
Dec 15, 2022
Format:
Podcast episode
Description
Today I talked to James Hurman about his new book Future Demand: Why Building Your Brand among Tomorrow’s Customers Is the Key to Start-Up Success (Previously Unavailable, 2022).
Marketers aren’t always very good at marketing, ironically enough, as today’s guest candidly admits. Among the most amorphous terms tends to be branding, for which James Hurman has a pithy, memorable and very practical definition: “The simple idea at the heart of a company,” an idea that informs all the decisions the company subsequently makes. To succeed, what’s necessary? Clarity and an animating purpose, certainly, as well as at least two other key qualities. The first is not giving in to short-term thinking, whereby the pursuit of profit and the churning rotation of ever new campaign ideas mean that nothing gets the chance to sink in and resonate with the target market. Second, the need to develop a sense of what emotional space or category you’re operating in as a company. In other words, what emotion are you “selling” or nurturing, e.g., in the way that Dove emphasizes inclusivity.
James Hurman is the founding partner of the innovation studio Previously Unavailable and the co-founder and director of TrackSuit, a brand health tracking company. An award-winning ad agency planning director, James is also the author of a previous book, The Case for Creativity: The Link Between Innovative Marketing and Commercial Success.
Dan Hill, PhD, is the author of ten books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). His newest book is Emotionomics 2.0: The Emotional Dynamics Underlying Key Business Goals. To check out his related “Dan Hill’s EQ Spotlight” blog, visit https://emotionswizard.com.
Learn more about your ad choices. Visit megaphone.fm/adchoices
Marketers aren’t always very good at marketing, ironically enough, as today’s guest candidly admits. Among the most amorphous terms tends to be branding, for which James Hurman has a pithy, memorable and very practical definition: “The simple idea at the heart of a company,” an idea that informs all the decisions the company subsequently makes. To succeed, what’s necessary? Clarity and an animating purpose, certainly, as well as at least two other key qualities. The first is not giving in to short-term thinking, whereby the pursuit of profit and the churning rotation of ever new campaign ideas mean that nothing gets the chance to sink in and resonate with the target market. Second, the need to develop a sense of what emotional space or category you’re operating in as a company. In other words, what emotion are you “selling” or nurturing, e.g., in the way that Dove emphasizes inclusivity.
James Hurman is the founding partner of the innovation studio Previously Unavailable and the co-founder and director of TrackSuit, a brand health tracking company. An award-winning ad agency planning director, James is also the author of a previous book, The Case for Creativity: The Link Between Innovative Marketing and Commercial Success.
Dan Hill, PhD, is the author of ten books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). His newest book is Emotionomics 2.0: The Emotional Dynamics Underlying Key Business Goals. To check out his related “Dan Hill’s EQ Spotlight” blog, visit https://emotionswizard.com.
Learn more about your ad choices. Visit megaphone.fm/adchoices
Released:
Dec 15, 2022
Format:
Podcast episode
Titles in the series (100)
Vijay Mahajan, “The Arab World Unbound: Tapping into the Power of 350 Million Consumers” (Jossey-Bass, 2012): In The Arab World Unbound: Tapping into the Power of 350 Million Consumers (Jossey-Bass, 2012), Vijay Mahajan, a professor of business at the University of Texas at Austin, outlines the opportunities and challenges of the Arab consumer market. by New Books in Business, Management, and Marketing