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Emotion By Design
Book

Emotion By Design

Creative Leadership Lessons from a Life at Nike

Twelve, 2022 more...


Editorial Rating

9

Qualities

  • Applicable
  • Well Structured
  • Overview

Recommendation

Nike is one of the world’s most iconic brands. The value of its Swoosh logo alone is an estimated $26 billion. Considering its marketing prominence, a book on brand building by Nike’s former Chief Marketing Officer Greg Hoffman carries considerable weight. Hoffman, a 30-year branding veteran, played a major role in planning and implementing some of Nike’s most famous consumer marketing and brand awareness campaigns. Hoffman’s expert playbook can help marketing, promotion and branding teams enhance their creativity and maximize their results. He emphasizes building a strong emotional attachment between your public and your products.

 

Take-Aways

  • Establish strong bonds with your consumers through “emotion by design.” 
  • Brand building is an art that uses words and imagery and a science that harnesses sophisticated data analysis. 
  • Great athletes inspire everyone, including brand marketers and their customers.

About the Author

Greg Hoffman, founder of the brand advisory group Modern Arena, is Nike's former Chief Marketing Officer.