Creating Emotions. Lessons in Creativity and Experience Design from the Former Marketing Director of Nike

Today, marketing is ruled by cautious technocrats who believe that any campaign must be meticulously planned and laden with metrics. This approach has its advantages. However, to create a truly powerful brand and unlock the creative potential of any team, former Nike marketing director Greg Hoffman advocates for a different approach, which he calls emotional design. At 22, Greg joined the Nike team as an intern designer and spent nearly three decades developing iconic advertising campaigns featuring Ronaldo, Serena Williams, Olympic stars, and World Cup champions. The success of a creative campaign based on emotional design does not directly depend on the resources at your disposal. Whatever your business may be, the key to victory lies in the human factor and the close emotional connection between the brand and its audience. In this deeply personal, inspiring book, Hoffman shares how Nike took risks, sought innovative ideas, and touched the hearts of millions of customers worldwide.