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Emotion By Design

Greg Hoffman

269 Pages
2022

Emotion By Design

Creative Leadership Lessons from a Life at Nike

Hachette UK

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⚡ Free 3min Summary

"Emotion By Design" - Summary

"Emotion By Design" by Greg Hoffman offers a unique perspective on the power of creativity in brand-building, drawing from Hoffman's extensive experience at Nike. Over nearly three decades, Hoffman played a pivotal role in shaping Nike's brand identity, leading to some of its most iconic campaigns. This book is a treasure trove of insights and stories that highlight the importance of human connection in marketing. By emphasizing creativity, teamwork, and legacy, Hoffman provides a roadmap for creating brands that resonate deeply with consumers. "Emotion By Design" is a must-read for anyone looking to understand the art of brand storytelling and the impact of emotional connections in business.

Key Ideas

1

Creativity is a Team Sport

Hoffman emphasizes that creativity thrives in a collaborative environment. He shares how the most successful campaigns at Nike were the result of diverse teams working together, each bringing their unique perspectives and skills. This idea underscores the importance of fostering a culture where creativity is encouraged and valued across all levels of an organization.

2

Dare to be Remembered

One of the core principles in "Emotion By Design" is the idea of creating memorable experiences. Hoffman illustrates this with examples of Nike's bold and innovative campaigns that left a lasting impression on consumers. This principle encourages brands to take risks and push boundaries to create something truly unforgettable.

3

Leave a Legacy, Not Just a Memory

Hoffman advocates for building brands that stand the test of time. He discusses the importance of creating a lasting impact through meaningful storytelling and authentic connections with consumers. This idea is about more than just short-term success; it's about creating a brand legacy that continues to inspire and engage people for generations.

FAQ's

"Emotion By Design" focuses on the power of creativity in brand-building, emphasizing the importance of human connection, teamwork, and legacy in creating brands that resonate deeply with consumers.

Greg Hoffman illustrates the importance of creativity by sharing stories from his nearly three-decade experience at Nike, highlighting how diverse teams working together led to some of the brand's most iconic and memorable campaigns.

By "Leave a Legacy, Not Just a Memory," Greg Hoffman means that brands should aim to create a lasting impact through meaningful storytelling and authentic connections with consumers, ensuring that the brand continues to inspire and engage people for generations.

💡 Full 15min Summary

From fine art to Nike: how Greg Hoffman's unexpected internship sparked a career in sports marketing.
0:00 / 1:45

Greg Hoffman's journey into the world of sports marketing began in an unexpected place - the prestigious Walker Art Center in Minneapolis. As an aspiring young designer, Hoffman's dream was to land an internship at the Walker Art Center after graduating from art school. He loved both art and sports growing up, but saw his future in the elite world of fine art and design. However, a chance encounter led him to apply for a minority internship program at Nike the same summer he was set to intern at the Walker.

Initially hesitant, Hoffman was drawn in after learning of the creative talent behind Nike's iconic marketing campaigns. He spent an incredible summer at Nike in 1992, soaking up the vibrant, irreverent corporate culture where creatives were encouraged to take risks and push boundaries. He worked on designs for athletes like Deion Sanders and witnessed major sports moments tied to Nike's marketing genius, like the 1992 Olympics. This opened his eyes to the power of marketing to connect emotionally with consumers. Still, Hoffman went back to the Walker as planned after the summer ended.

But Nike came calling several months later with a full-time job offer, presenting the opportunity to reenter the exhilarating world of sports marketing he'd experienced. Hoffman made the difficult decision to leave the Walker and pursue his newfound passion at Nike. It marked a turning point, merging his dual interests in art and sport. The emotional impact of Nike's marketing during that 1992 summer convinced Hoffman he could make a broader cultural impact working in sport. He saw immense potential to keep uncovering how marketing could move people through storytelling. Hoffman drove west to Nike again, knowing this time he wouldn't look back. His journey into the arena had begun.

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