Emotion By Design, Greg Hoffman
Emotion By Design, Greg Hoffman
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Emotion By Design
Creative Leadership Lessons from a Life at Nike

Author: Greg Hoffman

Narrator: Greg Hoffman

Unabridged: 9 hr 2 min

Format: Digital Audiobook Download

Publisher: Twelve

Published: 04/05/2022


Synopsis

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 SportDare to be RememberedLeave a Legacy, Not Just a MemoryOver 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.

Reviews

Goodreads review by Jordan on July 21, 2022

This book is a must read if you want to go into marketing and/or advertising. Nike is the pinnacle when it come to advertising and branding and Nike has Greg to thank for a lot of that success. As a huge Nike fan myself, it was awesome to hear what went into all my favorite Nike campaigns. I loved t......more

Goodreads review by Lars on September 25, 2024

An addictive and engaging read however, the stories and anecdotes felt a little self indulgent after a while; this is necessary I guess to truly portray the success of Greg and Nike over the years. As a creative person my self it was fascinating to hear his opinions and methods of approach to marketi......more

Goodreads review by Ulvi on March 25, 2023

It had some interesting stories behind it. Giving low rating since I would have expected more inspirational & visionary book. Even for a mainstream marketing book this reads more like a CV and is too generic, e.g., build a creative dream team, get outside yourself. Personally, not an insightful book......more

Goodreads review by Jung on August 23, 2023

Drive your business upwards through emotional connections with customers. As a business owner, you likely dream of becoming a big brand. One that’s worth millions. One that’s iconic. One that people adore. But you’re faced with one problem: there’s just too much competition. Enter the concept of Emot......more

Goodreads review by Kim on November 22, 2022

Als grafisch vormgever en tekstschrijver was ik gelijk nieuwsgierig toen ik dit veelbelovende boek aangekondigd bij HarperCollins zag. Ik vind het altijd enorm leerzaam en inspirerend om dit soort boeken te lezen en zo mijn eigen creatieve vaardigheden hiermee uit te breiden en inspiratie op te doen......more


Quotes

"The branding lessons in Greg Hoffman’s EMOTION BY DESIGN are invaluable for any business, big or small, and it gives you a blueprint for how Nike has created such strong emotional bonds with its consumers. Essential knowledge here.”

 —Daymond John, New York Times bestselling author and co-star of "Shark Tank"

“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, author of THE PRACTICE

“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!

"Over his long career at Nike, Greg has implemented the art of design, simplicity, and creative collaboration, to connect to Nike’s millions of loyal consumers ... This inspirational approach, brought to life in the book, has been Greg’s legacy, and it’s given Nike a tremendous edge over its global competition.”—Bob Greenbery, Founder and Executive Chairman of R/GA

"Filled with remarkable stories from Greg Hoffman’s time at Nike, EMOTION BY DESIGN offers a distinctive framework that will help marketers and creatives connect with their audiences like never before. Highly recommended."—Jonah Berger, author of CONTAGIOUS