Creating Emotions: Lessons in Creativity and Experience Design from a Former Marketing Director at Nike
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Today, marketing is ruled by cautious technocrats who are convinced that every campaign should be carefully planned and adorned with metrics. This approach has its advantages. However, in order to create a truly powerful brand and unleash the creative potential of any team, former Nike marketing director Greg Hoffman suggests a different approach, which he calls "emotional design."
Quote
"In recent years of working at Nike, all the baggage of ideas and lessons that I have accumulated over the past almost 30 years has formed into a coherent system for me, a kind of philosophy of creativity. This philosophy, which I sincerely preach today as a branding consultant to my audiences and which forms the basis of this book, can be expressed in simple words: a brand gains a competitive advantage through its ability to create powerful emotional connections with its consumers, and I am convinced that this ability directly depends on cultivating a strong creative culture."
At 22 years old, Greg joined the Nike team as a design intern and for almost three decades participated in the development of 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 you have at your disposal. No matter what your business is, the key to victory lies in the human factor and the close emotional connection between the brand and its audience.
Quote
"A startup with five people can achieve the same phenomenal success in branding as a company with thousands of employees. Millions of dollars are not needed to evoke emotions in consumers. The close emotional connection between the brand and consumers does not depend on the size of the company and its resources; it depends on the strength of the stories the brand tells and the depth of the brand's understanding of its consumers."
In this deeply personal and inspiring book, Hoffman tells the story of how Nike took risks, sought innovative ideas, and touched the hearts of millions of customers worldwide.
Quote
"I wanted to make my book useful for businessmen, marketers, and representatives of creative professions, whether they work alone or in large groups. Applying the ideas presented in this book can help you as a leader, your team, and your brand reach a completely new level of creativity and create connections with your consumers of a completely different level than you had before."
Author:
Author:Hoffman Greg
Cover:
Cover:hardcover
Category:
- Category:Business & Money
- Category:Medical Books
Publication language:
Publication Language:Russian
Paper:
Paper:offset
Dimensions:
Dimensions:21.5x14.5x1.6 cm
Age restrictions:
Age restrictions:18+
ISBN:
ISBN:978-5-9614-7606-4
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