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.
‘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