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Emotion by Design by Greg Hoffman (Hardback)
£20.00
Out of stock
Product Ref. (e.g. ISBN, SKU)
9781847943545
Published:
07 Apr 2022
Format:
Hardback
Number of pages:
320 pages
Dimensions:
240x162x29mm
Weight:
0.517kgs
Author:
For decades, Nike's campaigns have been so radically creative that they make an indelible mark on the public imagination - and, just sometimes, change how the world thinks. It's an art form that Greg Hoffman understands better than anyone. Over 30 years at Nike, he crafted some of the most iconic campaigns in history: from Colin Kaepernick's 'Dream Crazy' ad, to the instantly recognisable logos used by Roger Federer and Serena Williams. By the end of his career, he was Chief Marketing Officer - responsible for maintaining the brand recognition of the Nike swoosh everywhere on Earth. Now, Hoffman reveals the simple principle that Nike uses to power their creativity: emotion by design. Combining scientific analysis and artistic daring, emotion by design helps Nike forge deep personal bonds with their customers - crafting campaigns that chime with people's most audacious dreams.
Nike's former Chief Marketing Officer reveals how to unlock the creativity of any team
'The marketing genius between Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett
'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
'What a book. I couldn't put it down' Chris Evans
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Creativity. It's the rocket-fuel that powers the planet's coolest brand, ensuring that Nike's campaigns connect with the deepest emotions of customers around the world.
Creativity. It's the downfall of countless companies every year - its absence leading to tired ideas, predictable branding, bored customers.
Creativity. It's a skill that can be learnt, just like any other.
Join Greg Hoffman, Nike's former Chief Marketing Officer, as he helps craft the company's iconic campaigns for Ronaldo and Serena, Olympic Games and World Cup finals. Together, his insights offer a revelatory method that will make any brand more creative: emotion by design.
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'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
'A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg Hoffman helps us see how a commitment to our creative practice can make any story better' Seth Godin
'Will help marketers and creatives connect with their audiences like never before. Highly recommended' Professor Jonah Berger, author of Contagious
'Brilliant . . . A must-read for any marketer, businessperson or creative' Nir Eyal, author of Hooked
About the Author: When Greg Hoffman joined Nike as a design intern in 1992, he had little idea he would end up as the most senior marketer at the world's most-renowned brand. But over the next twenty-eight years, Hoffman would help lead some of the most famous campaigns in history - from the 'Find Your Greatness' campaign during the London 2012 Olympics to the 'Risk Everything' campaign at the 2014 FIFA World Cup. His work would take him from Nike's Oregon headquarters to stadiums, courts, and arenas around the world. And he would ultimately be appointed Chief Marketing Officer, responsible for the Nike Swoosh's brand recognition everywhere on earth. Hoffman retired from Nike in 2020. He has been cited as one of the US's leading creatives by Fast Company, Business Insider, and AdAge. He lives in Portland, Oregon.
| Number of pages | 320 |
|---|
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| EU | £15.00 | £30.00 |
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