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Building a Global Brand, with former Nike CMO Greg Hoffman

A life in marketing and a philosophy for how to transform and turbo-charge any brand

Greg Hoffman spent nearly three decades building the Nike brand. In the process he helped transform a shoe company into a brand that resonates the world over. He created the  ‘Find Your Greatness’ campaign during the London Olympics in 2012 encouraging everyone to get active. And the ‘Stand Up, Speak Up’ campaign highlighting racism in sport with two interlocked wristbands, one black, and one white. About five million were sold in Europe with football players like Thierry Henry and Rio Ferdinand fronting the campaign.  

In April 2022 Hoffman came to Intelligence Squared to reveal what he has learned from a life in marketing and his philosophy for how to transform and turbo-charge any brand. Drawing from his new book Emotion by Design he explained how brands can develop an authentic voice, why the key to marketing is how products make consumers feel about themselves and how to build a legacy that will outlive your time at a company. 

Praise for 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 UK and expert on consumer behaviour

‘A brand isn’t a logo, it’s a story. In this guidebook plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better.’ 

Seth Godin, bestselling author of The Practice and former dot com business executive.

‘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, retail consultant and broadcaster



Greg Hoffman

Global brand leader, former NIKE Chief Marketing Officer, and founder of the brand advisory group, Modern Arena

Global brand leader, former NIKE Chief Marketing Officer, and founder of the brand advisory group, Modern Arena. For over 27 years, he held various marketing, design, and innovation leadership roles at NIKE, including 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. He is the author of Emotion by Design: Creative Leadership Lessons from a Life at Nike.

Linda Yueh

Economist, broadcaster, and writer

Economist, broadcaster, and writer. She is Fellow in Economics, St Edmund Hall, University of Oxford; Adjunct Professor of Economics, London Business School; and Visiting Professor, IDEAS, London School of Economics. She is the author of The Great Crashes and The Great Economists, a Times Best Business Book of 2018.