About The Book

Nike's former Chief Marketing Officer reveals how to unlock the creativity of any team

'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 __

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.

Review

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

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!

Not only does Emotion by Design offer a gripping insight into the creation of some of the most iconic marketing in history, it is also a powerful love letter to the power of a sense of purpose in doing our work. -- Bruce Daisley, author of THE JOY OF WORK

'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

'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

Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.

For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.

Greg oversaw NIKE’s brand communications and experiences as NIKE was solidifying its position as one of the preeminent brand storytellers of the modern era and the leading innovator in digital and physical brand experiences. His role in the rise of marketing and design through that period was recognized in 2015 when Fast Company named him one of the Most Creative People in Business. He’s also been recognized for his transformative leadership in the industry through the Business Insider’s 50 Most Innovative CMO’s and AdAge’s Power Players annual lists.

For over two decades, he was a major strategic and creative influence for Nike at every major global sporting event, for the launches of NIKE’s signature products and innovations, and for the building of the brands of its athletes.

Through his leadership, Nike drove themes of equality, sustainability, and empowerment through sport in some of its most significant brand communications. That work was, in part, driven by his role on the Advisory Board of the NIKE Black Employee Network and as a member of the NIKE Foundation Board of Directors.

Today as founder and principal of Modern Arena, Greg advises Fortune 1000 brands, startups, and nonprofits in creating brand strength, business growth, and social impact. He sits on the advisory boards of the brands' Shred Adventures and AO-Air and is a board member for Summit Impact, the philanthropic arm of Summit Series.

In addition, Greg is the Branding instructor at the University of Oregon's Lundquist College of Business and the Innovation Chair of the Board of Trustees for the Minneapolis College of Art and Design. This April, Greg brings his Leadership philosophy to the world through his new book Emotion by Design: Creative Leadership Lessons From a Life at Nike.