Emotion By Design: Creative Leadership Lessons From A Life At Nike

Description

Nike s former Chief Marketing Officer reveals how to unlock the creativity of any team A brand isn t a logo, it s a story. In this guidebook-plus-memoir, Greg Hoffman helps us see how a commitment to our creative practice can make any story better Seth Godin __ Creativity. It s the rocket-fuel that powers the planet s coolest brand, ensuring that Nike s campaigns connect with the deepest emotions of customers around the world. Creativity. It s the downfall of countless companies every year - its absence leading to tired ideas, predictable branding, bored customers. Creativity. It s a skill that can be learnt, just like any other. Join Greg Hoffman, Nike s former Chief Marketing Officer, as he helps craft the company s iconic campaigns for Ronaldo and Serena, Olympic Games and World Cup finals. Together, his insights offer a revelatory method that will make any brand more creative: emotion by design. __ An unforgettable account of a man and a business that never had to try to be someone else s idea of cool - because they had already defined it themselves Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy Will help marketers and creatives connect with their audiences like never before. Highly recommended Professor Jonah Berger, author of Contagious Brilliant . . . A must-read for any marketer, businessperson or creative Nir Eyal, author of Hooked

About the Author

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.