000			02334 a2200205 4500
008			220927b |||||||| |||| 00| 0 eng d
020			_a978-1-847-94355-2
082			_a338.76/Hof _b38497
100			_aHoffman, Greg _936812
245			_aEmotion by design: Creative leadership lessons from a life of Nike
260			_bCornerstone Press _c2022 _aLondon - 2022
300			_axix, 279p. _bPaperback
520			_aFrom the creative genius behind Nike's most audacious campaigns comes this revelatory guide to creativity in business A revelatory guide to creativity in business, from the genius behind Nike's greatest campaigns Just do it. Find your greatness. Believe in something. 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 recognisable 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 the simple principle that Nike use 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.
650			_aBusiness Enterprise _936836
650			_aMarketing Psychological Aspects _936837
650			_aLeadership
650			_aNike _936838
942			_2ddc _cBK
999			_c53945 _d53945