• Emotion by Design

  • Creative Leadership Lessons from a Life at Nike
  • By: Greg Hoffman
  • Narrated by: Greg Hoffman
  • Length: 9 hrs and 2 mins
  • 4.6 out of 5 stars (26 ratings)

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Publisher's Summary

Innovative strategies for success from former Nike CMO Greg Hoffman, who had a major hand in crafting Nike’s singular brand and was instrumental in its most high-profile breakthrough campaigns.

In Emotion by Design, Hoffman shares lessons and stories on the power of creativity drawn from almost three decades of experience within Nike. A celebration of ingenuity and a call-to-arms for brand-builders to rediscover the human element in forming consumer bonds, Emotion by Design is an insider’s guide to unlocking inspiration within a brand and building stronger emotional connections with consumers, using Hoffman’s three favorite guiding principles:

  • Creativity is a team sport
  • Dare to be remembered
  • Leave a legacy, not just a memory

Over the course of a 27-year Nike career - from intern to chief marketing officer - Hoffman led teams in shaping and expressing Nike’s brand voice and identity through storytelling and experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people - quite literally emotion by design

With fascinating stories about Nike’s most famous campaigns, Emotion by Design shares Hoffman’s philosophy and principles on how to create an empowering brand that resonates deeply with people by unlocking the creativity within your organization and unleashing it out into the world.

©2022 Greg Hoffman (P)2022 Twelve

Critic Reviews

"The branding lessons in Greg Hoffman’s Emotion by Design are invaluable for any business, big or small, and it gives you a blueprint for how Nike has created such strong emotional bonds with its consumers. Essential knowledge here.” (Daymond John, New York Times best-selling author and costar of Shark Tank)

“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, author of The Practice)

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.” (Laszlo Bock, author of Work Rules!)

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This Book Is For You

The stories Greg share gives insight to the heart and mentality required to execute at a high level. Book really explores how to act and be creative not just in what you make or offer but every nuance into making it come to live and reach people. Will listen and read a few more times because of how rich the content is.

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A very enlightening book

I have read this book multiple times since its release and each time I catch something new. A professional with his track record could have easily just written a book about all his successes (that could be interesting).

Instead, he chose to write a book that would give the reader a deeper understanding of brand building and connecting with the consumer. I appreciate that. If you’re a Marketing professional, like me, or just really interested in Marketing, I highly recommend this book.

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Well Written & Narrated / OK content

I was hoping for a bit more from the former CMO of Nike. Overall the book is solid - but not my favorite business book on marketing. As a small business owner, I actually found it somewhat hard to relate to. As a sports and Nike fan though, it was an interesting listen - nothing super profound.. honestly not sure I would recommend.

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