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
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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.
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'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
Review
Reading this book made me smile in my soul, proving that creativity, community and empathy has created one of the greatest brands of our lifetime. -- Mary Portas
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
Emotion by Design is Greg Hoffman's transformative and intensely personal journey building one of the world's most important, groundbreaking brands. It's a must-read if you work with creatives, and if you want to unlock their unique genius to build authentic brands and waves of support across your entire company. -- Laszlo Bock, author of WORK RULES!
Not only does Emotion by Design offer a gripping insight into the creation of some of the most iconic marketing in history, it is also a powerful love letter to the power of a sense of purpose in doing our work. -- Bruce Daisley, author of THE JOY OF WORK
This is the ultimate playbook to unleash creativity in any team - and in turn effect real, transformative change for you and your company. -- Jake Humphrey, author of HIGH PERFORMANCE
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.
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