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Emotion by design : creative leadership lessons from a life at Nike / Greg Hoffman.

By: Material type: TextTextPublisher: New York : Twelve, 2022Edition: First editionDescription: xix, 279 pages : illustrations (chiefly color) ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781538705599
  • 1538705591
Subject(s):
Contents:
My journey into the arena -- Creativity is a team sport -- Never play it safe, play to win -- Game face for greatness -- Dare to be remembered -- Don't chase cool -- Spark a movement -- Close the distance -- Leave a legacy, not just a memory.
Summary: "In Emotion by Design, Nike's former CMO shares lessons and stories from three decades within the company. Readers will learn how Nike continues to not just expand its reach but deepen its bonds through groundbreaking, savvy messaging that's authentic as well. The lesson that he'll return to over and over again is that everything stems from ideas. The only limitations on those ideas come from the limitations an organization places on itself, in terms of personnel, in terms of freedom to experiment, and in terms of numbers. Unfortunately, in the age of big data, the numbers, Hoffman argues, are too often getting in the way. Hoffman came to Nike at a tipping point in the brand's growth, when a domestic sports apparel company was about to become a global cultural juggernaut. At the beginning he was a student of Nike's culture, its maxims and best practices, but eventually he found a way to bring his own unique perspective into the boardroom. That perspective was one distinguished by both his race - as one of the few Black faces at the table-and his background as a student of fine art. Over the course of a twenty-seven year 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. For Hoffman, art and sport and commerce all needed to combine for the messaging around every product. Every campaign was different and yet the result was the same: an emotional bond between products and people. No brand does that as successfully as Nike, and Hoffman is here to show you how"-- Provided by publisher.
Holdings
Item type Home library Collection Call number Materials specified Status Date due Barcode Item holds
Adult Book Adult Book Main Library NonFiction 338.7688 H699 Checked out 05/28/2024 33111010834337
Total holds: 0

Enhanced descriptions from Syndetics:

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 twenty-seven-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.

Includes bibliographical references and index.

My journey into the arena -- Creativity is a team sport -- Never play it safe, play to win -- Game face for greatness -- Dare to be remembered -- Don't chase cool -- Spark a movement -- Close the distance -- Leave a legacy, not just a memory.

"In Emotion by Design, Nike's former CMO shares lessons and stories from three decades within the company. Readers will learn how Nike continues to not just expand its reach but deepen its bonds through groundbreaking, savvy messaging that's authentic as well. The lesson that he'll return to over and over again is that everything stems from ideas. The only limitations on those ideas come from the limitations an organization places on itself, in terms of personnel, in terms of freedom to experiment, and in terms of numbers. Unfortunately, in the age of big data, the numbers, Hoffman argues, are too often getting in the way. Hoffman came to Nike at a tipping point in the brand's growth, when a domestic sports apparel company was about to become a global cultural juggernaut. At the beginning he was a student of Nike's culture, its maxims and best practices, but eventually he found a way to bring his own unique perspective into the boardroom. That perspective was one distinguished by both his race - as one of the few Black faces at the table-and his background as a student of fine art. Over the course of a twenty-seven year 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. For Hoffman, art and sport and commerce all needed to combine for the messaging around every product. Every campaign was different and yet the result was the same: an emotional bond between products and people. No brand does that as successfully as Nike, and Hoffman is here to show you how"-- Provided by publisher.

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