The budget battle is winnable. But not when the value of brand is getting lost in translation.
Marketing and finance teams are both fighting for growth, they're just speaking different languages to make their case.
Get started for free
Download our brand investment plan template, plus the 10-minute lesson that shows you exactly how to complete the plan.
What marketers are saying
Purchase the full course
You've got the one-page brand investment plan. The full course gives you everything you need to fill it in with confidence and defend every line of it in the room.
- Why brand creates both short and long-term returns, in language finance already uses
- How markets split into current and future demand, and why it changes how you budget
- The evidence behind the optimal brand/performance split
- Why consistency compounds, and what cutting brand spend actually costs
- How strong brands drive pricing power and profitability
Meet your teacher.
James Hurman — Marketing effectiveness researcher, entrepreneur, and author.
James is a global authority on marketing effectiveness and the author of The Case for Creativity and Future Demand. He teaches the Master of Advertising Effectiveness in partnership with WARC and Lions Learning, with students from 40 countries and companies including Google, Amazon, Airbnb, Disney, and McDonald's. He's also co-founder of Tracksuit which means he doesn't just teach the theory. He's spent his career building the tools and frameworks that help marketers prove brand drives growth.
Conviction gets you to the meeting. Data gets you the budget.
The one-page plan is the argument. Tracksuit is the evidence behind it: always-on brand tracking that gives you the data your CFO trusts, in a dashboard your whole team can use.