The Boardroom Case For Brand: From Vibes to Value
$249.00 NZD
The Boardroom Case For Brand: From Vibes to Value
$249.00 NZD
Most marketers know brand drives growth. The hard part is making that case in language your CFO will back.
This course, taught by James Hurman, gives you the evidence, the frameworks, and a one-page brand investment plan you can take to your next leadership meeting.
Eight modules, 1.5 hours of video, and you can watch at your own pace.
Enroll now and get instant access
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What you'll be able to do after this course
- Explain why brand marketing creates both immediate returns and compounding long-term growth, using financial language your CFO already understands.
- Show the evidence for the right budget split between brand and performance.
- Demonstrate why cutting brand spend costs more than it saves.
- Build a one-page brand investment plan and present it with confidence.
8 modules that build your case, step by step
Meet your instructor
James Hurman is a marketing effectiveness researcher, entrepreneur and author.
James is a global authority on marketing effectiveness. He's authored The Case for Creativity and Future Demand, and has led large-scale effectiveness studies in partnership with WARC, Cannes Lions, and the LinkedIn B2B Institute.
His work draws on econometric data, behavioural science, and real-world marketing outcomes to show how advertising strategy and brand building drive long-term commercial performance.
James teaches the Master of Advertising Effectiveness with WARC and Lions Learning, with students from 40 countries and companies including Google, Amazon, Airbnb, Disney, and McDonald's.
James is a co-founder of Tracksuit – the always-on brand tracking platform trusted by marketing teams at modern consumer brands worldwide.
FAQ's
Who is this course for?
Marketing leaders, brand managers, and anyone who needs to make the financial case for brand investment to non-marketing stakeholders. You don't need to be a Tracksuit customer.
How long does the course take?
About 1.5 hours across 8 video modules. Watch at your own pace.
What do I walk away with?
A completed one-page brand investment plan you can take to your CFO, plus the evidence and frameworks to defend it.
What research is this based on?
Independent, peer-reviewed research from the IPA, Ehrenberg-Bass Institute, Analytic Partners, System1, Kantar, Nielsen, and more. Case studies include GEICO, Nike, Yorkshire Tea, and others.
Who created this course?
Tracksuit created this course in partnership with co-founder James Hurman, of the world’s leading experts on advertising effectiveness and author of Future Demand.
Who is Tracksuit?
Tracksuit is a global brand tracking platform that helps marketers measure and communicate brand awareness and perceptions in an easy and affordable way. They work with some of the world’s most ambitious brands giving marketing teams the proof they need to secure investment in the right places and show the value of modern brand building.
Can I expense this?
This course is a professional development investment. We provide a receipt if you wish to expense it.
Do I get lifetime access?
Yes. Once you've purchased the course, you can revisit the modules any time.
Can I share the course with my team?
Each enrollment is for one person. If you'd like to get your team on board, get in touch and we can help.
