Harvest the 5-15% in market today and create future demand among the other 85-95%
PrincipleBrand Strategy
Marketers have two jobs: harvest existing demand from the 5-15% of the category that is ready to buy now, and create future demand among the 85-95% who will enter the category later. Both matter equally and multiply each other, and labelling brand work as 'creating future demand' makes it far easier to win CFO buy-in.
Source
Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)
Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)
deck p7-8; 00:08:36-00:10:31 Mikayla Hopkins on James Hurman's Future Demand
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