Emotion by Design: Creative Leadership Lessons from a Life at Nike

Description

A revelatory way to unlock the creativity of any team, from Nike's former Chief Marketing Officer 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.

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.

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 A transformative and intensely personal journey building one of the world's most important, groundbreaking brands . . . A must-read. -- Laszlo Bock, author of WORK RULES! A gripping insight into the creation of some of the most iconic marketing in history. -- Bruce Daisley, author of THE JOY OF WORK The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously. -- Steven Bartlett, author of HAPPY SEXY MILLIONAIRE So inspirational . . . I couldn't put it down. -- Chris Evans