"Advertising does not cause sales. It does, however, ensure brands win a greater share of them" - by creating future demand (biasing tomorrow's buyers) and converting current demand (closing today's).
QuoteBrand Strategy
"Advertising does not cause sales. It does, however, ensure brands win a greater share of them" - by creating future demand (biasing tomorrow's buyers) and converting current demand (closing today's).
Source
Springboards Spark Sessions: Future Demand with James Hurman (2026)
James Hurman (Previously Unavailable, Tracksuit); host Springboards
00:27:00, James Hurman
Go to the originalMore from this source
StatMost US marketers say performance marketing spend has diminishing returns, and two thirds say their dashboards look good but growth doesn't follow.StatThe average US brand loses money on every new customer it acquires.StatA roughly even 50/50 split between brand and performance spend delivers the highest total marketing ROI.StatIn every market studied, most potential buyers are not in-market yet - future demand outnumbers current demand.Stat84% of purchasers end up choosing a brand they were already biased toward before they started shopping.CaseCoca-Cola's ubiquitous branding works as familiarity infrastructure, not a reminder to buy right now.StatBrand awareness does not move click-through rate, but it strongly predicts conversion rate: a brand at 60% awareness converts nearly 3x better than one at 20%.Quote"Conversion rate is not a factor of how good the performance marketing is. It's a factor of how good the brand marketing is." - James HurmanStatAdvertising conversion rates - about 1% typically, 15% at best - have not changed in 100 years despite a century of advances in creativity, targeting and testing.WarningAIDA was built around 1900 as a sales-process model, not an advertising model, and advertising has been misapplying it ever since.PrincipleWithout continuously creating future demand, sales growth hits a ceiling and plateaus no matter how much more is spent on performance marketing.CaseVolvo Trucks' Epic Split deliberately reached millions of people who would never buy a truck, to bias future buyers and grow market share for years afterward.