Emotion by Design

A revelatory guide to creativity in business from Nike's pioneering Chief Marketing Officer'The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett, author of Happy Sexy Millionaire- How did Nike go from being a small sneaker brand to the world's most revered company?- Why do its campaigns - from 'Just do it' to the famous Nike swoosh - capture the imaginations of millions worldwide?- And what can any founder or marketer learn from them?Greg Hoffman joined Nike as 22-year-old design intern. Over the next thirty years, he would help craft some of the most iconic campaigns in history - for Ronaldo and Serena, Olympic Games and World Cup finals. Now, he unveils a transformative method that will make any brand more creative- emotion by design.'Great story, amazing career, so inspirational . . . I couldn't put it down' Chris Evans'The ultimate playbook to unleash creativity in any team' Jake Humphrey, author of High Performance'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 of Ogilvy and author of Alchemy

“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.”

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
The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously. -- Steven Bartlett, author of HAPPY SEXY MILLIONAIRE
So inspirational . . . I couldn't put it down. -- Chris Evans
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
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
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
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
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

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.

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