Emotion by Design

Emotion by Design - Book Summary (2024)

Greg Hoffman

Emotion by Design is about the power of creating strong emotional bonds between a brand and its consumers through creative storytelling and experiences. It emphasizes the importance of understanding the audience and using creativity, not just large resources, to inspire and move them.

Key Ideas

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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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Emotion by Design by Greg Hoffman is a guide to building powerful emotional bonds with consumers through creative marketing and branding. Hoffman shares his experiences and insights from his time at Nike, where he helped lead some of the most famous campaigns in history. He emphasizes the importance of understanding consumers and creating stories, images, and experiences that make them feel their dreams are achievable. The book also highlights the need for a balance between art and science in marketing, and the role of empathy, insight, and creative collaboration in innovation.

10 Actions to Implement:

  1. Cultivate a Strong Creative Culture: Foster an environment where ideas are dominant and creativity is encouraged.

  2. Understand Your Consumers: Invest time and resources in understanding your consumers' needs, desires, and emotions.

  3. Create Powerful Stories: Use storytelling as a tool to connect with your consumers on an emotional level.

  4. Balance Art and Science: Use data and analytics to inform your creative process, but don't let them stifle creativity and innovation.

  5. Embrace Empathy: Develop a deep understanding of your consumers' experiences and perspectives.

  6. Collaborate Creatively: Encourage collaboration within your team to generate innovative ideas and solutions.

  7. Take Risks: Don't play it safe. Be bold and take calculated risks to stand out and make an impact.

  8. Stay True to Your Brand's Purpose: While adapting to changes, ensure that your brand's core values and purpose remain consistent.

  9. Use Your Brand to Say Something About the World: Use your platform to make a positive impact and contribute to societal conversations.

  10. Leave a Legacy, Not Just a Memory: Strive to create work that leaves a lasting impression and builds a strong emotional connection with consumers.

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