If you've ever thought "I lose the boardroom as soon as I bring up brand" this is for you.
Watch Module One free
See how James Hurman starts to builds the financial case for brand investment.
11 minutes. Immediate access.
"An excellent course. Simple, practical and grounded in real data. It’s the kind of thinking more marketers, and frankly more CEOs and CFOs, should be exposed to.
James Kerridge. Head of Marketing Coles Group
"This course is excellent for organisations who want all their teams buying into a shared ethos of building brands"
Jemma Blanch. Plain Speak Consultants
"James' clear and engaging communication style is a breath of fresh air in a jargon-filled industry that has historically struggled to communicate its value to the CFO."
Pedro Porto Alegre. VP Strategy Cult Collective
Walk out with a plan, not just principles
Most marketers know brand drives growth. The hard part is explaining why in language your CFO, your board, and your finance team will back.
This course teaches you the evidence, gives you the financial frameworks, and guides you through building a one-page brand investment plan covering your objective, budget split, KPIs, and decision gates. Everything leadership needs to see, on a single page.
What the course covers
The financial case
Why brand marketing creates both short-term returns and long-term compounding growth, explained in finance language (OpEx, CapEx, and why the distinction matters).
The demand model
How markets actually work: the ~15% ready to buy now and the ~85% who'll buy later. Why performance can only convert existing demand, and brand creates new demand.
The budget blueprint
Evidence-backed frameworks for how much to spend, how to split brand vs. performance, and why consistency compounds (with case studies from GEICO, Nike, and Yorkshire Tea).
Your one-page plan
Build your own brand investment plan: objective, budget range, quarterly mix, brand asset rules, KPIs, decision gates, and review cadence.
