Emotion by Design

Book summary

Greg Hoffman is the founder of Modern Arena, which provides business advice to large brands, startups, and nonprofits. He is also the former Chief Marketing Officer at Nike, where he also held other design and marketing roles for almost 30 years.

Taking risks is essential for success, as demonstrated by Nike's bold moves, such as their 2014 World Cup animated feature *The Last Game*, which solidified their dominance in football. However, true success is rooted in authenticity—staying true to your brand’s core values and purpose rather than chasing fleeting trends. Nike’s Air Force 1, initially designed for basketball players, became a cultural icon through its genuine connection to athletes and fans, proving the power of authenticity. A strong brand identity, like a personal signature, reflects this authenticity through visual elements and storytelling, as seen in Michael Jordan’s Wings poster, which embodies Nike’s belief in universal greatness. To craft impactful narratives, brands must cultivate understanding and curiosity, as Nike did with their Equality campaign and creative team excursions. Emotional storytelling, whether through films, music, or emerging platforms, helps brands connect deeply with audiences. Finally, focusing on how a product enhances lives, rather than its features, builds trust and loyalty, exemplified by Nike’s partnership with Kevin Hart for the Apple Watch Nike+, which inspired everyday runners through relatable and purpose-driven messaging.

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