Emotion by Design: Creative Leadership Lessons from a Life at Nike | 誠品線上

Emotion by Design: Creative Leadership Lessons from a Life at Nike

內容簡介

內容簡介 耐吉人生一路向前，品牌創意人領導心法看 Nike 前行銷長 Greg Hoffman 如何釋放團隊的創造力！對行銷人來說，本書不只是勵志故事，更是引爆創意和建立消費者情感連結的指南。霍夫曼1992年從耐吉設計實習生做起，一路升任至行銷總監，並以全球創新品牌副總裁身分退休，27年的職涯與耐吉的品牌形塑密不可分。他在書中分享生涯成長、創意心法，還有領導原則如：「創意是團隊運動」、「勇於被記住」、「要創造記憶，更要流傳久遠」等。Nike's former Chief Marketing Officer reveals how to unlock the creativity of any team'A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg Hoffman helps us see how a commitment to our creative practice can make any story better.' Seth Godin__Creativity. It's the rocket-fuel that powers the planet's coolest brand, ensuring that Nike's campaigns connect with the deepest emotions of customers around the world.Creativity. It's the downfall of countless companies every year - its absence leading to tired ideas, predictable branding, bored customers.Creativity. It's a skill that can be learnt, just like any other.Join Greg Hoffman, Nike's former Chief Marketing Officer, as he helps craft the company's iconic campaigns for Ronaldo and Serena, Olympic Games and World Cup finals. Together, his insights offer a revelatory method that will make any brand more creative: emotion by design.__'An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves.' Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy'Will help marketers and creatives connect with their audiences like never before. Highly recommended.' Professor Jonah Berger, author of Contagious'Brilliant . . . A must-read for any marketer, businessperson or creative.' Nir Eyal, author of Hooked"

作者介紹

作者介紹 Greg HoffmanGreg Hoffman joined Nike as a design intern in 1992 and rose through the ranks to become Chief Marketing Officer, retiring in 2020. During his 28 years at Nike, Hoffman creatively led three Olympic campaigns, worked with everyone from LeBron James to Serena Williams, and shepherded Nike to greater brand recognition than ever before. He has been cited as one of the US's leading creatives by Fast Company, Business Insider and AdAge.

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