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

Greg Hoffman, the marketing genius behind Nike, has inspired many with his transformative method of emotion by design. He has crafted iconic campaigns for Ronaldo and Serena, Olympic Games and World Cup finals, and now unveils a method that will make any brand more creative. This book is a must-read for founders and marketers looking to connect with their audiences like never before.

Format: Paperback / softback
Length: 304 pages
Publication date: 05 January 2023
Publisher: Cornerstone

The marketing genius behind Nike, Greg Hoffman, has inspired me tremendously. Steven Bartlett, the author of Happy Sexy Millionaire, delves into the remarkable journey of Nike from a small sneaker brand to the world's most revered company. In this captivating book, Bartlett explores the secrets behind Nike's successful campaigns, such as "Just do it" and the iconic Nike swoosh, which have captured the imaginations of millions worldwide.

Hoffman, who joined Nike as a 22-year-old design intern, played a pivotal role in creating some of the most iconic campaigns in history for renowned athletes like Ronaldo and Serena, as well as major sporting events like the Olympic Games and World Cup finals. Now, in his latest book, "Emotion by Design," Hoffman unveils a transformative method that will empower any brand to become more creative.

Through his extensive experience at Nike, Hoffman offers a comprehensive playbook that teaches teams how to unleash their creativity and make stronger brand connections. He draws on a wealth of insights and anecdotes to demonstrate how any team can define its own unique identity and create campaigns that resonate with their audiences.

One of the key themes of "Emotion by Design" is the importance of emotion in marketing. Hoffman argues that brands can create deeper connections with their audiences by tapping into the emotional realm. He provides practical strategies for incorporating emotion into branding, advertising, and product design, helping teams to create campaigns that evoke strong emotions and leave a lasting impact.

Another standout feature of this book is its distinctive framework for connecting with audiences. Hoffman presents a framework that breaks down the process of creating effective marketing campaigns into four key steps: Insight, Ideation, Implementation, and Impact. He explains how each step contributes to the overall success of a campaign and provides practical tips and techniques for executing each one effectively.

Throughout the book, Hoffman shares numerous case studies and examples of successful campaigns from various industries, demonstrating how emotion by design can be applied to any brand or industry. He also offers valuable insights into the creative process, including how to generate ideas, collaborate effectively with teams, and measure the impact of marketing campaigns.

One of the most remarkable aspects of "Emotion by Design" is its ability to make complex marketing concepts accessible and engaging. Hoffman's writing style is clear, concise, and relatable, making it easy for readers to grasp the key principles and apply them to their own marketing efforts. Whether you are a founder, marketer, or creative professional, this book offers valuable insights and practical strategies that will help you connect with your audiences like never before.

In conclusion, "Emotion by Design" is a must-read for anyone who wants to unlock the full potential of their brand and create campaigns that resonate with their audiences. Greg Hoffman's insights and practical strategies will inspire and empower you to unleash your creativity and make a lasting impact in your industry.

Weight: 216g
Dimension: 128 x 196 x 23 (mm)
ISBN-13: 9781847943569