Emotion by Design

byGreg Hoffman, Greg Hoffman (Read by)

Lessons on Creativity from a Life at Nike

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From 'Just Do It' to the Swoosh logo, everything Nike creates is precision-engineered to connect with its customers' deepest emotions. Now, Nike's former CMO outlines a method that uses creativity to forge deep, lasting bonds with customers. He calls it Emotion by Design.

Emotion by Design reveals how leaders can harness the creative potential of any team, and so resonate with their audience like never before. Reflecting on his time working on Nike campaigns for Ronaldo and LeBron, the Olympics and the FIFA World Cup, Greg Hoffman reveals how any business can unlock its creativity: whether by seeking out the daydreamers (and taking them seriously), or recognising that visionary ideas come not only from ingenious individuals but from whole cultures of innovation, or understanding how to turn a mere campaign into a global movement.

The result is revelatory way to build your creative advantage, developed during a career at the coolest brand on earth. We can all harness the power of Emotion by Design.

A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better.

Seth Godin

About Greg Hoffman

When Greg Hoffman joined Nike as a design intern in 1992, he had little idea he would end up as the most senior marketer at the world's most-renowned brand. But over the next twenty-eight years, Hoffman would help lead some of the most famous campaigns in history - from the 'Find Your Greatness' campaign during the London 2012 Olympics to the 'Risk Everything' campaign at the 2014 FIFA World Cup. His work would take him from Nike's Oregon headquarters to stadiums, courts, and arenas around the world. And he would ultimately be appointed Chief Marketing Officer, responsible for the Nike Swoosh's brand recognition everywhere on earth.

Hoffman retired from Nike in 2020. He has been cited as one of the US's leading creatives by Fast Company, Business Insider, and AdAge. He lives in Portland, Oregon.
Details
  • Imprint: Cornerstone Digital
  • ISBN: 9781529189919
  • Length: 542 minutes
  • Price: £13.00
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