Emotion by Design audiobook cover - Creative Leadership Lessons from a Lifetime at Nike

Emotion by Design

Creative Leadership Lessons from a Lifetime at Nike

Greg Hoffman

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Categories:
Marketing & SalesEntrepreneurshipManagement & Leadership

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Emotion by Design
Core Philosophy+
Cultivate Vision Advantage+
Embrace Calculated Risks+
Build Thoughtful Brand Identity+
Craft Memorable Stories+
Be Unapologetically Authentic+
Focus on Purpose Over Features+

Quiz — Test Your Understanding

Question 1 of 8
What are the two essential traits required to cultivate a brand's 'vision advantage'?
  • A. Ambition and discipline
  • B. Empathy and curiosity
  • C. Logic and persistence
  • D. Speed and adaptability
Question 2 of 8
How does the author suggest a brand can effectively cultivate empathy within its creative process?
  • A. By conducting extensive quantitative market research
  • B. By analyzing competitors' successful advertising campaigns
  • C. By diversifying the team with individuals from underrepresented groups
  • D. By focusing exclusively on the needs of their most profitable demographics
Question 3 of 8
According to the text, what common mistake do many successful brands make regarding risk-taking?
  • A. They take too many uncalculated risks and alienate their core audience.
  • B. They stop taking risks and start playing it safe once they reach their goals.
  • C. They risk their brand identity by constantly changing their visual logos.
  • D. They rely too heavily on risky influencer partnerships instead of traditional media.
Question 4 of 8
What is the primary purpose of a brand's logo and visual identity, beyond its artistic technicalities?
  • A. To stand for the brand's core values and purpose
  • B. To directly increase the sales of a specific new product
  • C. To blend seamlessly with the current design trends of the industry
  • D. To distract consumers from a product's high price point
Question 5 of 8
Why did Nike choose to use multiple short-form content pieces on platforms like Twitter and YouTube for the 'Kobe System' campaign?
  • A. They did not have the budget for a traditional television commercial.
  • B. They wanted to deviate from typical TV commercials to showcase a different, humorous side of Kobe Bryant.
  • C. They were trying to target exclusively teenage consumers who only use social media.
  • D. They needed to rush the campaign and short-form content was faster to produce.
Question 6 of 8
How did the Nike Air Force 1 initially become a cultural icon?
  • A. Through a massive global television marketing stunt.
  • B. By following the popular, flashy sneaker trends of the 1980s.
  • C. By organically gaining popularity after a player won a championship wearing them.
  • D. By paying top Hollywood celebrities to wear them on the red carpet.
Question 7 of 8
When marketing a new product, what should a brand focus on to build a passionate customer base?
  • A. The advanced technical features and specifications of the product.
  • B. How the product compares favorably to a leading competitor's product.
  • C. The prestigious professional athletes who exclusively use the product.
  • D. The product's purpose and how it can make a positive impact on consumers' lives.
Question 8 of 8
Why was Kevin Hart chosen as the ambassador for the Apple Watch Nike+ campaign?
  • A. He was a professional runner who could showcase the watch's advanced tracking abilities.
  • B. He was an inspiring and relatable non-professional athlete who was passionate about running.
  • C. He had the highest number of social media followers among available celebrities.
  • D. He offered to do the commercial for free because he loved the brand's history.

Emotion by Design — Full Chapter Overview

Emotion by Design Summary & Overview

Emotion by Design (2022) explores the creative philosophies that can differentiate your brand from the rest. It features lessons and stories from the author’s design and marketing experience at Nike.   

Who Should Listen to Emotion by Design?

  • Business owners and leaders
  • Brand marketers
  • Anyone interested in marketing and design

About the Author: Greg Hoffman

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.  

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