James Hurman

I don't like X much, but I do need to look at it from time to time for work-related reasons :-) Better to follow me at

[James Hurman @jameshurman]

@danikarevell I’ll give you a copy for free if you want to stop by our studio :-)

[James Hurman @jameshurman]

@markpollard 8. Previously Unavailable :-)

[James Hurman @jameshurman]

@Robertc1970 @theodoreerasmus @ajwillshire @keerti_007 @LeShann Yep. I guess my way is to try to help clients get some of the basics in place that make them feel secure enough to liberate creativity.

[James Hurman @jameshurman]

@Dollywaggon @shaneoleary1 Jason what are the competing theories? Everyone's research leads to the same theories. The argument is over who did the most scientific work to reach the same conclusion as everyone else.

[James Hurman @jameshurman]

@Dollywaggon @shaneoleary1 Not sure if you read the article Jason - I was pretty clear that the work of EBI is very good - just incomplete.

[James Hurman @jameshurman]

@shaneoleary1 EBI are climate change deniers? Now that would be ironic!

[James Hurman @jameshurman]

@Dollywaggon @shaneoleary1 Jason I'm interested in whether you'd say the same about EBI's 95/5 rule?

[James Hurman @jameshurman]

@ajwillshire @LeShann @shaneoleary1 Andrew I'm interested to know whether you'd say the same about 95/5?

[James Hurman @jameshurman]

@theodoreerasmus @Robertc1970 @ajwillshire @keerti_007 @LeShann No need to apologise! For the record I don't want anyone to think what I write is 'the only right'. I'm just trying to be helpful where I can and create a bit more space for brand thinking and creativity.

[James Hurman @jameshurman]

@Kristian_Foged @danbarker Thanks Kristian and you’re right - it’s about a shift in centricity, not turning off performance.

[James Hurman @jameshurman]

@Robertc1970 @theodoreerasmus @ajwillshire @keerti_007 @LeShann Rob all the non-EBI folks , me included, acknowledge that there are lots of ways and lots of outliers to the general themes. Our point is more that it’s useful to have some understanding of what’s usually true. Know the rules to break them etc.

[James Hurman @jameshurman]

@chriscablex @BinetLes Unsurprising but still disappointing. They should be nailing the practical application if their model includes charging for the practical application.

[James Hurman @jameshurman]

@opento @BinetLes @liseymacd That’s a good question. As is have they ever made an ad, worked in a marketing dept, worked in an agency or experienced any of the realities of marketing in practice. EBI’s work is valuable but it’s better when it’s combined with the work of those who have been at the coalface.

[James Hurman @jameshurman]

@paulmarkbailey @sdharwood80 @keerti_007 @mightybarnski @profgalloway @BinetLes Thanks @paulmarkbailey!

[James Hurman @jameshurman]

@keerti_007 @paulmarkbailey @sdharwood80 @mightybarnski @profgalloway @BinetLes Sure was... https://t.co/CUoEldHx12

[James Hurman @jameshurman]

@thatrussellguy @ProfByron @adamferrier @BinetLes @janthonylong Yes generally. In my experience there are some categories where lifecycle is still important eg meal kit subscription where not nurturing existing customers has a demonstrable negative effect on revenue. But that should never be at the exclusion of building brand / MA.

[James Hurman @jameshurman]

@NZNationalParty Just a tip from someone younger - you speak into the bottom of the phone but you look into the top of the phone where the little circle is.

[James Hurman @jameshurman]

- Peloton (home fitness): –$2.83b
- Robinhood (stock trading): –$1.03b
- Pinterest (social network): –$96mm
- Snap (social network): –$1.43b

It's long been known that while performance marketing drives revenue growth, it's brand marketing that drives profitability.

[James Hurman @jameshurman]

For example - and these are mostly huge category-defining leaders like Airbnb...

- Doordash (food delivery): –$1.36b
- Uber (ridesharing): –$9.14b
- Roblox (online gaming): –$924mm
- Coinbase (crypto exchange): –$2.62b
- Rivian (electric vehicles): –$6.75b

[James Hurman @jameshurman]

@FlyAirNZ is it okay with you that my wife has been on hold for more than 3 hours? Is there not some way of letting customers know you’re so understaffed that they should try you some other time?