{"podcast":{"title":"The Marketing Architects","slug":"the-marketing-architects-6260303","podcast_index_feed_id":6260303,"rss_url":"https://www.spreaker.com/show/5807291/episodes/feed","website_url":"https://www.marketingarchitects.com/Podcast","image_url":"https://d3wo5wojvuv7l.cloudfront.net/t_rss_itunes_square_1400/images.spreaker.com/original/f76176a3d14a134d416863fe8ac13be3.jpg","author":"Marketing Architects","episode_count":293,"summary":"Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.","last_synced_at":"2026-07-21T20:17:31.343227+00:00","page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303"},"episode":{"title":"Creating Future Demand with James Hurman","slug":"creating-future-demand-with-james-hurman","published_at":"2026-07-21T09:00:25+00:00","page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303/creating-future-demand-with-james-hurman","show_page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303","url":"https://www.spreaker.com/episode/creating-future-demand-with-james-hurman--72954943","audio_url":"https://api.spreaker.com/download/episode/72954943/01da5586_da5a_414e_9585_3f25a8b0678f.mp3","summary":"84% of the time, buyers choose a brand that was already on their radar before they ever started shopping. So why do so many marketing budgets only chase the people ready to buy today? This week, Elena, Angela, and Rob talk with brand strategist and author James Hurman about his new book, Future Demand . James breaks down why brands hit a growth ceiling when they lean too hard on performance marketing. He also explains why feelings outlast facts in memory, and why that changes which channels deserve your investment. Marketers will leave with a clearer case for building demand among tomorrow's customers, not just converting today's. Topics covered: [05:00] Defining current demand versus future demand [07:00] Splitting budgets 50/50 between brand and performance [12:00] Why American marketers lag on brand-building principles [18:00] Measuring future demand through brand tracking [22:00] Why feelings outlast facts in memory [26:00] The case for creativity in earning attention [35:00] James's own future demand brand: Land Rover To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: Resources: 2021 WARC White Paper: https://www.warc.com/the-rise-of-digital-commerce 2026 Future Demand Book: https://futuredemand.com/ James Hurman’s LinkedIn: https://www.linkedin.com/in/jameshurman/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.","meta_description":"84% of the time, buyers choose a brand that was already on their radar before they ever started shopping. So why do so many marketing budgets only chase t…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2565,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/creating-future-demand-with-james-hurman/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-marketing-architects-6260303/creating-future-demand-with-james-hurman.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}