Emotion by Design
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  • Published: 7 April 2022
  • ISBN: 9781529189919
  • Imprint: Cornerstone Digital
  • Format: Audio Download
Categories:

Emotion by Design

Lessons on Creativity from a Life at Nike

Formats & editions
Paperback
2 May 2023
EBook
7 Apr 2022
Audiobook
7 Apr 2022
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From the former CMO at Nike comes a revelatory guide to creativity in business

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.
  • Published: 7 April 2022
  • ISBN: 9781529189919
  • Imprint: Cornerstone Digital
  • Format: Audio Download
Categories:

About the author

Greg Hoffman

Greg Hoffman joined Nike as a design intern in 1992 and rose through the ranks to become Chief Marketing Officer, retiring in 2020. During his 28 years at Nike, Hoffman creatively led three Olympic campaigns, worked with everyone from LeBron James to Serena Williams, and shepherded Nike to greater brand recognition than ever before. He has been cited as one of the US's leading creatives by Fast Company, Business Insider and AdAge.

Praise for 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

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

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

In this brilliant book, Greg Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger . . . A must-read for any marketer, businessperson or creative.

Nir Eyal, author of HOOKED and INDISTRACTABLE

Filled with remarkable stories . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before.

Professor Jonah Berger, Wharton Business School, author of CONTAGIOUS

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, Ogilvy and author of ALCHEMY

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

So inspirational . . . I couldn't put it down.

Chris Evans

The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously.

Steven Bartlett, author of HAPPY SEXY MILLIONAIRE