James Hurman has spent years shaping how the world understands brand building. An award-winning strategist, author and co-founder of Tracksuit, he’s become a global voice for effectiveness at a time when marketing teams are under more pressure than ever. In today’s episode, James dives into the real drivers behind brand growth, and why the industry must move on from its obsession with doing “more with less”.

Today, we're discussing: 

• Why “doing more with less” is the wrong mindset for brands that want to grow
• The Klaviyo research revealing why high retention often equals slower growth
• How to identify the customers who actually increase long-term revenue
• Why loyalty programs rarely drive scale and what to prioritise instead
• How Tracksuit is changing the way marketers prove brand impact
• The role of mass reach, contextual media and cultural relevance in 2026
• Why AI can ideate but still can’t judge creative quality like a human
• What ecommerce brands should focus on to scale confidently into 2026

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