For decades, Nike's campaigns have been so radically creative that they make an indelible mark on the public imagination - and, just sometimes, change how the world thinks.
It's an art form that Greg Hoffman understands better than anyone. Over 30 years at Nike, he crafted some of the most iconic campaigns in history: from Colin Kaepernick's 'Dream Crazy' ad to the instantly recognizable logos used by Roger Federer and Serena Williams. By the end of his career, he was Chief Marketing Officer - responsible for maintaining the brand recognition of the Nike swoosh everywhere on Earth.
Now, Hoffman reveals Nike's simple principle to power their creativity: emotion by design. Combining scientific analysis and artistic daring, emotion by design helps Nike forge deep, personal bonds with their customers - crafting campaigns that chime with people's most audacious dreams.
But this method needn't be limited to Nike. In Emotion by Design, Hoffman reveals how you, too, can drive your creativity the Nike way: by drawing on the talents of a diverse team, by forging a culture where everyone is hypercreative, and by spotting which ideas have the potential to capture imaginations around the world.
The result is a masterclass in creativity gleaned from a lifetime with one of the world's most innovative brands. We can all harness the power of emotion by design.
