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Emotion By Design: Creative Leadership Lessons from a Life at Nike - Hardcover | Diverse Reads

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

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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.

ISBN-13: 9781538705599

Media Type: Hardcover

Publisher: Grand Central Publishing

Publication Date: 04-05-2022

Pages: 304

Product Dimensions: 6.20(w) x 8.90(h) x 1.20(d)

Greg Hoffman is a global brand leader, advisor, speaker, and former NIKE Chief Marketing Officer.

Table of Contents

Introduction: The Art of Sport ix

Chapter 1 My Journey into the Arena 1

Chapter 2 Creativity Is a Team Sport 24

Chapter 3 Never Play It Safe, Play to Win 61

Chapter 4 Game Face for Greatness 91

Chapter 5 Dare to Be Remembered 121

Chapter 6 Don't Chase Cool 148

Chapter 7 Spark a Movement 181

Chapter 8 Close the Distance 215

Chapter 9 Leave a Legacy, Not Just a Memory 246

Acknowledgments 261

Endnotes 265

Index 267