141: Former Nike CMO, Greg Hoffman – How to design emotion: behind the curtain of a global brand

Change Makers: Leadership, Good Business, Ideas and Innovation

Joining Michael this week is Greg Hoffman, the legendary former Global Chief Marketing Officer of Nike.

During almost 30 years with the company, Greg led three Olympic campaigns and worked with global superstars from LeBron James to Serena Williams.

He described his approach to brand building as seeking out the day dreamers and taking them seriously, recognising that visionary ideas come not only from ingenious individuals but from whole cultures of innovation.

It’s an approach that drove the ideas behind some of the most famous marketing campaigns in history and a story that is told in Greg’s new book, Emotion By Design, described by BT Sport’s Jake Humphrey as “the ultimate playbook to unleashing creativity.”