Emotion by Design

Strategies for success from former Nike CMO Greg Hoffman, who had a huge hand in crafting Nike's singular brand and was instrumental in its most high profile, breakthrough campaigns. In EMOTION BY DESIGN, Nike's former CMO shares lessons and stories on the power of creativity drawn from almost three decades of experience within the company. A celebration of creativity and 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 creativity within a brand to build stronger emotional bonds with consumers, using Hoffman's three favorite guiding principles: Creativity is a Team SportDare to be RememberedLeave a Legacy, Not Just a MemoryOver the course of a twenty-seven-year Nike career--from intern to Chief Marketing Officer--Hoffman had a hand in crafting Nike's singular brand and was instrumental in some of its most high profile campaigns. Every story was distinct from one another, and yet the result was always the same: a strong emotional bond between products and people. Hoffman shares his philosophy and principles on how to create strong emotional bonds between brands and consumers by unlocking the creativity within your organization and unleashing it out into the world.