Greg Hoffman

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.

Creative Leadership Lessons from a Life at Nike

Emotion By Design

Creative Leadership Principles from the Genius of Nike's Marketing and Branding

Emotion by Design

Nike's former Chief Marketing Officer reveals how to unlock the creativity of any team '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 'What a book. I couldn't put it down' Chris Evans '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. __ '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

Creativiteit kun je leren: marketinglessen uit een leven bij Nike. Voor lezers van Shoe Dog. Waarom zijn de reclames van Nike (o.a. met Serena Williams, Roger Federer en Cristiano Ronaldo) zo populair, met soms wel meer dan 100 miljoen views op YouTube? Greg Hoffman, de voormalig Chief Marketing Officer van Nike, verklaart in dit boek hun succes: ze stellen de mens boven het product. In Het emotie-effect deelt hij zijn lessen en verhalen over de kracht van creativiteit en storytelling, en laat hij zien dat door het creëren van emotie elk mens creatiever kan worden. Als Chief Marketing Officer van Nike was Hoffman verantwoordelijk voor het opzetten van de meest iconische campagnes van het bedrijf. Aan de hand van fascinerende anekdotes vertelt hij hoe hij, door sterke emotionele banden te creëren, het bekende merk op de kaart zette. Het emotie-effect viert vindingrijkheid en bewijst dat creativiteit een vaardigheid is die iedereen kan leren. ‘Een merk is geen logo, het is een verhaal. Dit boek laat zien hoe toewijding aan onze creativiteit elk verhaal beter kan maken.’ Seth Godin, auteur van This is Marketing ‘Het emotie-effect biedt niet alleen een aangrijpend inzicht in hoe de meest iconische campagnes in de geschiedenis zijn bedacht, maar is ook een liefdesbrief aan de kracht van zingeving en doelstellingen in ons werk.’ Bruce Daisley, auteur van Plezier in je werk ‘Het emotie-effect staat vol opmerkelijke verhalen uit Greg Hoffmans tijd bij Nike. Een echte aanrader.’ Professor Jonah Berger, auteur van Buzz ‘Met deze pageturner weet Greg Hoffman je op zeer persoonlijke wijze mee zijn verhaal in te trekken en deelt hij zijn opgedane lessen, kennis en handvatten van zijn ‘creatieve reis’ bij Nike.’ Adformatie

Creatieve leiderslessen uit een leven bij Nike

Het emotie-effect

The Art of World Team Tennis

Billie Jean King

Instructions on teaching tennis skills, strategy, and etiquette to children as well as building in them an appreciation of and affection for the game are presented by Billie Jean King and demonstrated by the athletic beagle, Snoopy

A Parents' Guide to the Sport

Tennis Love

There really isn't anything more important in life than the search for the ultimate truth. In that search, what question could be more important than, is there a God? If there is a God, the following questions must be asked: What is He like? What does He expect of me? What has He done for me? This search requires asking serious questions and the willingness to modify beliefs or occasionally to change them altogether. This can be a painful and difficult process, and so many people avoid or even ignore it; still, it is essential. In The Forest from the Trees, author Greg Hoffman seeks to answer questions such as, "What is the relationship between faith and reason/science?" Many would tell us they are incompatible, but Hoffman helps readers discover they are two sides of the same coin. He also deals with the existence of evil in the world. If God is good and He is the creator of this world, why does evil exist? This is perhaps the most difficult question that atheists have posed to theists. The two-part answer might surprise you. Even though this book has a few scientific sections, Hoffman has made the material accessible to those without a background in science. He believes that science points to God and fleshes out many of His attributes. Through The Forest from the Trees, you will see Him in a new and fresh way.

Greg Hoffman

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