Emotion By Design

Emotion By Design

By Greg Hoffman
Unabridged
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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
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.