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

Greg Hoffman

Subtitle in pre-publication: Creative leadership principles from the genius of Nike's marketing and branding.

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Book Information

Publisher: Twelve
Publish Date: 04/05/2022
Pages: 304
ISBN-13: 9781538705599
ISBN-10: 1538705591
Language: English

What We're Saying

November 17, 2022

“This terrific collection of books balances the innovative with the iterative, and champions doing the right things the right way to make our work and our future tangibly better, no matter the industry or the endeavor.” READ FULL DESCRIPTION

Full Description

Innovative strategies for success from former Nike CMO Greg Hoffman, who had a major hand in crafting Nike's singular brand and was instrumental in its most high-profile breakthrough campaigns. In EMOTION BY DESIGN, Hoffman shares lessons and stories on the power of creativity drawn from almost three decades of experience within Nike. A celebration of ingenuity and a call-to-arms for brand-builders to rediscover the human element in forming consumer bonds, EMOTION BY DESIGN is an insider's guide to unlocking inspiration within a brand and building stronger emotional connections with consumers, using Hoffman's three favorite guiding principles:
  • Creativity is a Team Sport
  • Dare to be Remembered
  • Leave a Legacy, Not Just a Memory
Over the course of a twenty-seven-year Nike career--from intern to Chief Marketing Officer--Hoffman led teams in shaping and expressing Nike's brand voice and identity through storytelling and experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people--quite literally emotion by design. With fascinating stories about Nike's most famous campaigns, EMOTION BY DESIGN shares Hoffman's philosophy and principles on how to create an empowering brand that resonates deeply with people by unlocking the creativity within your organization and unleashing it out into the world.

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