Як створити емоцію. Уроки творчого лідерства Найк

by Greg Hoffman

Уроки емоційного брендингу від Ґреґа Гоффмана — колишнього маркетингового директора Nike

Під його керівництвом втілені найгучніші рекламні кампанії Nike із Кріштіану Роналду, Сереною Вільямс чи Леброном Джеймсом. Протягом двадцятисемирічної кар’єри Ґреґ Гоффман пройшов шлях від стажиста до маркетингового директора, сформувавши унікальний голос Nike і перетворивши звичайних споживачів на прихильників бренду.

У світі, де маркетинг все більше керується даними, Гоффман вважає, що в основі найкращої роботи — людський зв’язок. Запрошуючи читачів за лаштунки Nike, він дає уроки зі створення потужного бренду, який полюблять люди, а ще навчає, як мотивувати команду працювати креативно. Свій метод роботи він називає «дизайн емоцій». І його головні секрети розкриває у цій книжці.

Genres: Business, Nonfiction, Design, Leadership, Sports, Art, Creative

272 pages, Hardcover

First published April 5, 2022

Reviews

[Bill Kurland · Rating 1 out of 5]

Like listening to someone pound their chest for 200-something pages.

[Maria Moita · Rating 1 out of 5]

As a Brand designer and someone that works in brand communication for a decade, I don’t think there is one lesson to be learned from this book on a professional level. You can have some interesting fun facts about Nike but most probably you already heard about them. I wouldn’t recommend it to someone that doesn’t have my job either since it may lead them to believe in what I would say are fantasized ego-enhanced narratives of what our work is really like and how to get things done. Mainly I felt this book was about a very egocentric person telling very ordinary stories as if they were incredible.

[Jordan Sitterud · Rating 5 out of 5]

This book is a must read if you want to go into marketing and/or advertising. Nike is the pinnacle when it come to advertising and branding and Nike has Greg to thank for a lot of that success. As a huge Nike fan myself, it was awesome to hear what went into all my favorite Nike campaigns. I loved this book and learned a lot!

[Oleh Bilinkevych · Rating 2 out of 5]

Кинув на третині, вода водою.
Якщо цікавить Найкі- вам до Філа Найта.

[Sidarth Raman · Rating 1 out of 5]

Made it about 60% before it became boring enough for me to give up. Felt like a Marketing 101 for dummies.

[Aleksander Szuła · Rating 2 out of 5]

Jest tu parę ciekawych rad w zakresie marketingu, sprzedaży i designu. Miło było też przeczytać parę insiderskich historii z kampanii Nike'a które pamiętam i którymi się jarałem w dzieciństwie. Niestety większość książki to po prostu walenie konia przez autora, do tego, jaka firma Nike jest zajebista.

[beralina.books inst · Rating 4 out of 5]

Це нон-фікшн про те як розвивали бренд Nike за допомогою історій та споживчого досвіду. Всі кейси розказані зі сторони Ґреґа Гоффмана — ексдиректор з маркетингу Nike. Він детально розповідає як потрапив в Nike та як він обрав залишитись тут. Це історія не особисто цього чоловіка, а саме Nike, за той період поки Грег Гофман працював тут.
Мені дуже цікавий маркетинг в даний момент і він дуже детально розповів чому в тих чи інших ситуаціях вони створили саме цю кампанію. Він розповів процес майже кожної підготовки. І все це зі згадуванням свого життя і що було в той час. Але це було зроблено дуже органічно і не навязливо.
По факту на той момент коли він прийшов на свою позицію Nike вже була відомою та улюбленою компанією людей, але ж все одно має бути хист не втратити те. Основне, що я помітила це те, що так як Nike вже існували і вже мали гарні кейси з маркетинговими кампаніями, основна кількість кампаній які робив Гофман вже базувались на тому що люди вже їх любили. Тобто вони брали наприклад кросівки Джордана і робили нову кампанію з ними яка повністю базувалась на вже великій аудиторії людей які любили і носили ці кросівки.
Єдине, що мені не сподобалось це те, що я не почула жодної історії про провал. Ну тобто жодна з кампаній не провалилась, всі були успішні і Nike були найпершими в ідеях і іноваціях. Можливо це так, але я не дуже вірю, що прямо у кожній ідеї вони були найпершими. Але через це видно наскільки цей чоловік досі любить цю компанію та з гордістю розказує, що працював там.

[Lars Thorkildsen · Rating 4 out of 5]

An addictive and engaging read however, the stories and anecdotes felt a little self indulgent after a while; this is necessary I guess to truly portray the success of Greg and Nike over the years.

As a creative person my self it was fascinating to hear his opinions and methods of approach to marketing and branding. His attention to detail in understanding the power of art, word, image, sports, and emotion is enviable.

[Ulvi Abdullazada · Rating 2 out of 5]

It had some interesting stories behind it.

Giving low rating since I would have expected more inspirational & visionary book.

Even for a mainstream marketing book this reads more like a CV and is too generic, e.g., build a creative dream team, get outside yourself.

Personally, not an insightful book for me. Wouldn’t invest more than a day on this.

[Kathleen Craig · Rating 1 out of 5]

I felt really let down by this book. It feels more like a ego stroking memoir than "lessons from a life at nike"

[Jung · Rating 5 out of 5]

Drive your business upwards through emotional connections with customers.

As a business owner, you likely dream of becoming a big brand. One that’s worth millions. One that’s iconic. One that people adore. But you’re faced with one problem: there’s just too much competition.

Enter the concept of Emotion by Design. In a world where differentiation is essential, Emotion by Design offers you a valuable approach to making evocative designs that resonate deeply with consumers. When you put emotion at the forefront, you propel your brand toward long-term success.

In this book, you’ll uncover the creative lessons that author Greg Hoffman applied at Nike and helped him build lasting connections with customers.

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Be empathic and curious

As described by Mike Krzyzewski, coach of Duke University’s basketball team, the vision advantage is how brand marketers win against the competition. It’s the ability to perceive and grasp things that others may overlook, subsequently employing that knowledge to craft powerful stories that evoke emotions in the audience.

But how exactly can you develop your vision advantage? There are two essential traits you need to cultivate: empathy and curiosity.

Empathy is pivotal in seeing the world from other people’s perspectives. When you’re empathic, you become more sensitive to their feelings and better understand their dreams, concerns, and even unmet needs. Using these fresh insights, you can better craft a story that reveals the brand’s values and results in revolutionary shifts.

Cultivating empathy calls for diversifying your team. The more different your team members are, the broader your view of the world becomes. That said, strive to recruit individuals from the underrepresented groups in your team. They can bring their colorful and unique life experiences to your brand and enrich your creative process.

Nike exemplified the power of empathy through its Equality campaign, launched in time for the 59th Annual Grammy Awards in early 2017. It was months after the separate shootings of Black Americans Alton Sterling and Philando Castile, and the brand wanted to make a meaningful statement that addresses the decades-long injustice to Black Americans.

The campaign featured a short film highlighting the importance of exercising equality within the bounds of a court but also in all aspects of life. Broadcast worldwide, Nike’s short film set off a larger global campaign for equality.

The second essential element to cultivate your vision advantage is curiosity. Curiosity unlocks your creative potential by pushing you to seek unconventional sources of inspiration. Just as you would regularly train your muscles to keep them in shape, you need to practice curiosity to develop a seeker’s mentality.

There are three easy ways to do so.

First, start a visual journal. This is where you store images of things that you find inspiring. Every time you come across something that triggers your imaginative brain, take a photo of it. Then, feel free to browse through your visual journal whenever you need a dose of inspiration.

Second, make it a habit to plan out your trips around three questions: whom to meet, what to see, and where to go. It doesn’t matter if it’s a business or personal trip. What matters is that you go out to gather inspiration from wherever you are.

Finally, share your inspiring moments with your team. Whatever you found out or experienced while traveling can inspire other members in ways you might not have imagined. This also keeps your entire team updated, especially those who don’t go out of the office that much.

At Nike, they practice curiosity through different unique excursions. They sometimes visit restaurants to watch the chefs prepare meals. The team members find inspiration in observing other creative experts in their natural habitats.

Indeed, utilizing the vision advantage can do wonders for your team. With empathy and curiosity, it’s easier to come up with stories that resonate deeply with your audience and set your brand apart from the competition.

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Take risks

You can’t catch a wave without taking the risk of getting wet. Similarly, you can’t expect success without riding on the back of calculated risks.

If you’re a newly established business, you know all too well the importance of taking chances and embracing experimentation. It is by being risky that you can make a breakthrough in your industry. So for the first several years of your business, you put on a brave face and dare to risk it all.

Unfortunately, too many brands stop taking risks the moment they reach their goals. They become too timid and start playing safe to protect their current success. That’s the opposite of what you want to do. As you grow, you should continue nurturing a culture of risk-taking. This is how you discover new and even better ways of communicating and engaging with your consumers.

In 2014, Nike was already a prominent name in the sports industry, but it had yet to establish itself as the market leader in football. When the World Cup 2014 rolled around, the company saw the event as a potential avenue to achieve that coveted leadership status. However, attaining such a big goal meant they needed to go big, too. They needed a bigger way to engage with customers, and their typical campaign just wouldn’t cut it. That was when they became risky and came up with the five-minute animated feature titled The Last Game.

The film revolved around renowned football players, including Ronaldo Nazário, Wayne Rooney, Cristiano Ronaldo, and Zlatan Ibrahimović. They were out to reclaim their beloved game from the perfectly skilled, non-risking-taking clones made by an evil scientist.

Creating The Last Game involved many risks for Nike. First, the production spanned over a year, the longest the brand ever did. Second, they had to max out the standard commercial runtime of five minutes to accommodate the storytelling, utilizing valuable airtime for a piece that did not directly promote a specific product. But in the end, all those risks proved fruitful for Nike as they emerged as the 2014 World Cup’s most-viewed brand, with The Last Game becoming the most shared video on Facebook.

It just goes to show that to climb the highest peaks, you have to take risks.

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Build your brand identity thoughtfully

When you show your true self to a stranger, it’s easier for them to form a connection with you. The same holds in the business world. For your customers to become emotionally attached to your brand, you need to show them your true self, including your values and purpose. This is where building a brand identity comes into play.

Your brand identity is synonymous with an individual’s signature – it’s what you put out to the world that distinguishes you from the rest. At its core, a brand identity is made up of visual elements like your logo, color palette, and typography. These elements help create a recognizable and consistent visual representation that consumers can associate with your brand.

While every visual element is important, you’d want to pay special attention to your logo. Keep in mind that it needs to have a simple and distinct look that conveys a compelling narrative. It can represent the technology or innovation behind your brand, or it can feature your brand’s initial. However, beyond the artistic technicalities of your logo, it needs to stand for your values and purpose, too. Otherwise, it will only be a picture and nothing else.

Your brand identity, particularly what your brand stands for, should also be seen in how you present your products. Every output your brand makes should embody its identity to elicit emotions from your audience. Just take Michael Jordan’s famous Wings poster. With Jordan’s outstretched arms and William Blake’s quote, the poster inspires the consumers to fly high and dream big:

“No bird soars too highif he soars with his own wings.”

At first look, you may think that Nike’s brand identity is simply the name and logo at the bottom of the poster. But it’s more than that. The entire image and the message it conveys point back to what Nike stands for: anyone can achieve greatness, not just athletes.

Your brand identity is a powerful tool that shapes perceptions, fosters connections, and influences consumer behavior.

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Create memorable stories to represent your brand

You remember a great story because it evokes an emotion that connects you to it. Applying this principle, it becomes essential that the stories your brand tells also elicit an emotional response from your audience. This way, they would remember it, too.

Every of your brand’s stories should be anchored to one purpose: revealing your brand values. However, there’s a myriad of approaches to telling that story. For one, you can opt to produce a film, just like what Nike did with its Find Your Greatness campaign. Launched during the 2012 London Olympics, one of the films in the campaign features different athletes from other London-named cities across the world. The ad’s message centered around the idea that greatness isn’t limited to a select few but is available to everyone around the globe.

Another powerful and emotion-stirring way to convey your brand story is through music, especially classic songs adapted to a contemporary context. For the 2002 World Cup, Nike released a film featuring several football players engaged in a secret tournament. Playing in the background was the song “A Little Less Conversation” by Elvis Presley, which JXL, a Dutch DJ, skillfully remixed.

Emerging content platforms also offer an excellent medium for sharing your brand story. Instead of relying solely on traditional TV commercials, explore other forms of content distribution to reach a broader audience and invite them to your world.

An example of this approach is the Kobe System campaign that Nike did for the launch of the Nike Kobe IX in early 2012. The campaign aimed to portray the legendary Kobe Bryant not as the resolute player he was on the court but as a different, humorous personality. To achieve this, Nike decided to deviate from typical TV commercials and created multiple short-form content instead, utilizing platforms like Twitter and YouTube to showcase the content.

Film, music, and emerging content platforms are only a few of the ways you can craft a brand story. By leveraging these resources, your narratives can better evoke emotions, engage audiences, and ultimately be remembered.

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Stop following trends and be unapologetically authentic

Pause for a minute, and think about your dreams for your product.

You probably want to see millions of people using it and even raving about it for years on end. You want it to become just as iconic as the Ford Mustang and the iPhone, and you’ll do everything to reach such status. But before you go crazy about making your product a cultural icon, you first need to understand that there’s only one way of doing so: being authentic.

That means sticking with your identity and purpose and not simply chasing a trend to be “in” with the crowd. When you just make what every other trendy brand is making, your product loses its emotional influence. That’s one of the worst ways to hook consumers.

Instead, what you need to do is focus on your own brand’s mission – it’s what sets you apart and what will draw the people to you. Set your sights on making a product that’s true to its purpose. This way, you can build an authentic and deep connection with your consumers, who will then use their collective power to put your product on a pedestal.

When Nike released the Air Force 1 in 1982, they weren’t aiming to make it a cultural icon. In fact, they didn’t even do huge marketing stunts for it or the players who wore it. All they wanted was to develop a shoe specifically designed for basketball players and see them wear it. Despite the lack of commercials, Air Force 1 became a hit after Moses Malone of the Philadelphia 76ers won a championship game wearing them.

Seeing players win in those shoes was enough to launch a frenzy, and before Nike knew it, AF1s were seen not only on the court but on the streets, too. It was clear that the shoes were slowly becoming an icon. Several decades and 1,700 shoe versions later, the Air Force 1 continues to be everyone’s go-to shoe, proving just how powerful authenticity can be.

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Highlight your product’s purpose, not its features

So you made a fabulous product with all the latest bells and whistles. Naturally, your first instinct is to boast about these features to anyone who would listen. However, this is not how you build a customer base that’s crazy about your brand. Consumers aren’t interested in what your product does but how it can make a positive impact on their lives. That’s what you’ll use as the guiding star of your marketing efforts.

When you tell people your product’s purpose and how it can help them, they are more inclined to believe in it. And once they become a believer, they’ll convince others to believe in your product, too. Little by little, you’ll find yourself amassing a large following.

To better showcase your product’s purpose, it helps to put an ambassador in place. This ambassador needs to be inspiring for others to follow them. And they must be relatable.

A prime example of this purpose-focused strategy is Nike’s launch of the Apple Watch Nike+ in 2017. Instead of bragging about its cool features, Nike concentrated on the fact that the watch is designed to motivate non-professional athletes to start running. They thought the best way to reach those kinds of people was by partnering with an influential ambassador who also isn’t a professional athlete but is still passionate about running. Comedian Kevin Hart fits the role perfectly.

Kevin, having personally struggled with running in the past, found his own motivation and developed a deep passion for the sport. In June 2015, he even initiated a running movement, inviting Bostonians to join him for a run before his performance in the city. The event drew the participation of 300 locals, demonstrating just how influential Kevin can be.

In Kevin’s ad for Apple Watch Nike+, the focus was not on technical features but on the simple statement, “Running just became a lot easier.” The next clips were of Kevin running continuously through the desert, motivated by his watch to keep going.

When you make it a point to showcase the purpose of your product with the help of relatable ambassadors, you can build a customer base that truly believes in your brand and fosters a passionate movement around it.

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Your brand can rise above the rest. But you need to understand and tap into the emotions of consumers. It is with emotional bonds that you can cultivate loyalty, advocacy, and enduring consumer relationships that go beyond mere transactional exchanges. Regardless of your business's nature, scale, or financial status, the creative insights shared in this book can help you achieve this goal.

At the end of the day, what truly matters is your willingness to be authentic and transparent, allowing your audience to see the human side of your business.

[Nadiika Pototska · Rating 3 out of 5]

Слабка книга, якщо ви її читаєте для натхнення, роботи чи цікавих кейсів. Якщо ж ви фанат Nike і збираєте історії бренду - книга може зацікавити.

Прослухала, інсайтів чи цікавих фішок майже не відшукала. Книгу не раджу.

[Kim Coenen · Rating 4 out of 5]

Als grafisch vormgever en tekstschrijver was ik gelijk nieuwsgierig toen ik dit veelbelovende boek aangekondigd bij HarperCollins zag. Ik vind het altijd enorm leerzaam en inspirerend om dit soort boeken te lezen en zo mijn eigen creatieve vaardigheden hiermee uit te breiden en inspiratie op te doen. Een verhaal van dé voormalige CMO van Nike roept bij mij gelijk enorm hoge verwachtingen en veel nieuwsgierigheid op. Wat zijn zijn creatieve leiderschapslessen en wat kan ik hier persoonlijk van leren?

Creativiteit kun je leren: marketinglessen uit een leven bij Nike. Veel mensen denken dat creativiteit een talent voor enkele is, maar met de nodige kennis en handvatten en oefening laat Greg Hoffman in Het emotie-effect ons zien dat door het creëren van emotie elk mens creatiever kan worden. Hij was als CMO (chief marketing officer) verantwoordelijk voor het opzetten van de meest iconische campagnes die het bedrijf/merk Nike gekend heeft, zoals Cristiano Ronaldo, Serena Williams, de Olympische Spelen en het WK. Aan de hand van een persoonlijk verhaal en door sterke emotionele banden te creëren het merk op de kaart wist te zetten.
Het emotie-effect viert vindingrijkheid en bewijst dat creativiteit een vaardigheid is die iedereen kan leren.

Vanaf het begin weet Greg Hoffman je op persoonlijke wijze mee zijn verhaal in te trekken. Hij weet heel persoonlijk, open en krachtig zijn eigen persoonlijke verhaal te vertellen en daarbij eveneens zijn lessen, kennis en handvatten die hij in de loop van de jaren bij Nike opdeed uit de doeken te doen.

Zijn verhaal kent een redelijk chronologische opbouw van zijn begintijd (stagetijd) bij Nike doorgroeiend door de jaren heen tot zijn laatste functie CMO (chief marketing officer) bij Nike. Aangezien hij het verhaal vanuit zijn eigen persoonlijke beleving vertelt en daarbij zich open, eerlijk en kwetsbaar opstelt kan je als lezer gemakkelijk helemaal in zijn verhaal opgaan. Hij vertelt in verschillende hoofdstukken belangrijke iconische gebeurtenissen en creatieve ontwikkelingen die hij in zijn loopbaan bij Nike doormaakte en de lessen en kennis die hij hieruit haalde. Aan het einde van ieder hoofdstuk volgt een opsomming van de belangrijkste lessen en punten die uit zijn verhaal in dat hoofdstuk naar voren zijn gekomen. Dit is erg prettig, omdat het boek hierdoor ook gelijk een handig naslagwerk wordt, waarin je punten terug kan zoeken.

Het is enorm inspirerend en prikkelend hoe hij de creatieve marketingplannen van Nike door de loop van de jaren uit de doeken doet. Het enige wat ik jammer genoeg hierbij mis is het beeld. Het boek is helaas enkel tekst en het is jammer dat er geen katern met foto's van de projecten is bijgevoegd, waardoor het verhaal nog levendiger zou worden.

Het is een persoonlijk, creatief en enorm inspirerend verhaal dat Greg Hoffman weet te brengen. Hij heeft me veel weten te leren, maar daarnaast ook een enorme inspiratie en creativiteit boost met zijn enthousiasme weten te geven. Wel zou een fotokatern van de projecten een goede toevoeging zijn, die voor mijn gevoel een beetje ontbreekt. Ondanks dat is het nog altijd een enorm leuk en goed boek en absoluut voor iedereen die geïnteresseerd is in reclame, creativiteit en marketing een absolute aanrader.

[Mohamed Fofana · Rating 4 out of 5]

This book had a lot of gems from beginning to end. There were many but a few that sticks to me are

A brand marketer must constantly and put themselves in position to see something that they’ve never seen before, and have the willingness to ask what’s beyond the horizon of their own narrow view instead of imagining what’s out there. They have to actively go in search of it.

Spark your creativity by bringing the outside world inside yours or making a plan to go find creativity outside of your own world.

Risk taking can often time be seen as disruption but Greg sees it as innovation.

The power of passion has huge dividends because passion is a risk-taking emotion that demands you to reveal much of yourself to others. This can be infectious and can make people connect to your brand so don’t ever stop talking about what you love and don’t let perfection be the enemy of progress.

Greg says your brand identity should be as distinctive as a signature, and it begins with creating a strong language that conveys the brand’s ethos and image.

Build an immersive world for your brand that allows your consumers to dream and be part of that world.

How we present ourselves to the world matters and how the world sees your brand will determine whether they become attached to your brand.

If the stories you’re telling do not elicit emotional responses and touch the human spirit, you’re not doing it right. Listen to who you’re serving and understand their environment, their mission and see their challenges to fulfill their dreams. Your brand should never be static so constantly shift and blend different characteristics when telling your stories.

Be authentic because that’s what wins cultural currency and relevancy. Don’t be afraid to draw outside the line and merge paths into cultural currents that share your brand value. Most importantly create with community because brands don’t become icons on their own without community support.

A movement, a revolution not only need a call to action but a leader starting it and a first follower. Once you get people to move to your call of action, you have a movement. You have to recruit people to rally around your message so they can go share it with their people.

Good brands create memorable moments, great brands, create movement.

Having empathy and willing to listen, and understand experiences that differ from your own is how one is able to have the most impactful insights.

Creative leaders role are to find connective threads between what the sell and what the world needs.

Embrace uncomfortable conversations to uncover the truth within society, and reveal them in profound ways.

Avoid entering creative processes with the final answer, but instead build your solutions with the people that you’re aiming to serve.

Brands build creative advantages through fostering strong culture of creativity, which leads to consistent ability to construct powerful emotional bonds with its consumers.

It’s important that brands be more human in this age of automation because it is by being human that your brand will build emotional bonds with other humans. It is by being human that you can leave a legacy, not just a memory.

[Filip Rygg · Rating 3 out of 5]

Noen gode poenger, men for mye fokus på forfatteren og tidvis noe navlebeskuende. Gøy å lese om samarbeidet med ulike toppidrettsutøvere.

[Edward Gregory · Rating 4 out of 5]

Really good read with some brilliant stories. Sometimes just good to be made aware of how the things you do have greater impact.

[Ross Dwyer · Rating 2 out of 5]

Greg seems like a nice guy, but there’s a bit too much Nike kool-aid here for any real lessons to be learned

[Taras Vasylyshyn · Rating 4 out of 5]

Амбітна назва. Гучна. Але книга в першу чергу про кар'єрний шлях Грега Гофмана. Попри це багато цікавих інсайтів та написано легко. Загалом історія Nike, описана Філом Найтом в книзі - "Взуття-буття" (рецензія - тут) - одна з найкращих книг яку я читав. Та й хоча я є фанатом adidas superstar та Stan Smith - те що робить Nike в маркетингу - це просто вау. Тому книга впала в око.
У цій книжці ми багато говоритимемо про те, як саме цього досягти: як розказати найрезультативнішу історію і налагодити звʼязок зі споживачем? Із чого почати? Чого ми прагнемо?
Справжній маркетинг - це мистецтво. І книга про поєднання творчості та маркетингу.
Створення бренду світового рівня - це пошук балансу між мистецтвом і наукою. Дані дають нам можливість дізнаватися про наших споживачів більше, ніж ми могли мріяти. Тепер і наш контент, і наше вміння розказувати історії можуть бути більш ефективними, своєчасними, клієнтоорієнтованими та результативними. А втім, хоча дані та аналітика дали нам відчутну перевагу, вони дещо в нас забрали. Ми стали менш креативними й винахідливими, рідше йдемо на ризик. Це не питання пріоритетів, а радше пошуку балансу. У стані гармонії мистецтво й наука можуть давати неймовірні результати. Інформація та дані, які ми можемо отримати за допомогою науки, дуже корисні та допомагають нам усунути барʼєри й незручності у досвіді споживачів. А втім, шальки цих терезів не відрегульовані. У багатьох випадках це призводить до того, що бренди повністю зосереджуються на товарно-грошових відносинах, а мали б будувати стосунки між людьми.
 В якийсь момент Nike та суббренд Jordan стали уособленням баскетбольних брендів. Тому героїв реклам Nike я знаю і тому цікаво це читати. Але якщо ви не були спортивним фанатом - думаю книга вам не сподобається. Не можу сказати, що щось надвичайне, але загалом це квінтесенція, не продавця повітря, а саме професіонала, тому заслуговує на увагу. Моя оцінка 4 з 5.

Цитати:
Мені на думку спадає одне з його висловлювань: «Змагання захопливі, а перемоги запаморочливі, а втім, справжній приз полягає в самопізнанні, у тому, чого ми навчилися, йдучи цією дорогою».

Робота бренд-менеджерів - показувати своїй аудиторії світ.

У новому світлі, проникливо, іноді провокативно. Ми робимо це за допомогою «переваги нашої точки зору», як це називає Коуч Кей, тобто нашої здатності бачити інсайти та факти, які залишаються поза увагою інших, а тоді розкривати їх у зобра-женнях, кіно, кампаніях, архітектурі та продуктах. Помилково думати, що наша роль обмежена ефективним просуванням брендів чи продуктів або зростанням продажів. Ні, ми не продаємо продукти, ми розказуємо історії. Хай якими прийомами користуємося, поділяючи цінності й цілі нашого бренду, ми розповідаємо проникливі історії, які чіпляють нашу аудито-рію, викликають емоцію, формують довготривалі звʼязки між споживачем/-кою і брендом.

Допитливість- каталізатор креативністі. З її допомогою ми помічаємо можливісті та знаходимо натхнення. Допитливість- це мʼяз, а мʼязи треба тренувати. Зрозумівши це, Nike постійно живить уяву своїх працівників, розвиваючи культуру творчої допитливості

Пристрасть - це емоція, повʼязана з ризиком, бо вона змушує нас відкриватися перед іншими. Якщо ви колись розмовляли з людиною про її пристрасть, то знаєте, про що я. Це відчувається - людей просто несе. Коли вони нарешті замовкають, ім стає трохи ніяково. Але пристрасть - це добре. Діліться нею зі своєю аудиторією. Насичуйте свій бренд, історії та простір не-приборканою пристрастю. Почніть говорити про те, що люби-те, і не зупиняйтеся.

Мене з дитинства цікавила історія бренду Ralph Lauren. Сам Лорен говорив: «Я не займаюся дизайном товарів, я займаюся дизайном мрій». Саме це й відчуває людина, коли заходить
у магазин Ralph Lauren. li манить перспектива певного способу
життя, в основі якого лежить класичне американське кліше про елегантне дозвілля. Тут продають не одяг, а сподівання. Базова теніска Ralph Lauren не змінювалася уже десятки років (насправ-ді з 1975-го), і на це є причина. Лорен якось сказав: «Я не людина моди. Я антимодний. Мене цікавить довговічність, позачасовість, стиль». Від логотипа із зображенням гравця у поло до вітрин ма-газинів, інтерʼєру й самого одягу - бренд Ralph Lauren одержимий певною ідентичністю. Інакше кажучи, вони наче створюють сцену з кіно, ще одна дуже продумана стратегія.
«Займаючись дизайном одягу, я щоразу знімаю кіно».
Насправді ми продаємо саме ідентичність бренду. Увага, з якою у Ralsh Lauren ставляться до кожної деталі, дала брендові змогу наростити ідентичність, пройшовши шлях від магазину краваток в універмазі до найбільш упізнаваного люксового бренду в світі.

Спортсмени кажуть - щойно ти вийшов на майданчик, «одягни» на себе «обличчя величі». Зосередженість, рішучість, енергія. Винятковість мети. Цей вираз відображає почуття в їхньому серці. Вони готові, і ніщо не зможе стати їм на заваді. Ідентичність вашого бренду (той образ, який ви показуєте світу) - це іє ваше обличчя. Це те, що бачить споживач, дивлячись на вас.

[Himanshu Upreti · Rating 3 out of 5]

“Your brand is more than a collection of products and services. It is more than mission statements and algorithms. Your brand is bigger than the marketing or innovation departments. Your brand is human. And it is by being human that your brand will build emotional bonds with other humans. It is by being human that you can leave a legacy, not just a memory."

My first experience with Nike goes way back to my college days with the exposure to ads and movies. However, only in the last 5 years is when I realized the true power and purpose of the brand behind the "Just Do It" mentality. The brand started out by importing high-quality, low-cost athletic shoes from Japan on borrowed money, and now the same brand's symbol - Swoosh - is one of the most revolutionary and recognizable symbols in the world today. In the age of startups, Nike's journey is perhaps one of the most inspiring "against-all-odds" stories. (Read up Shoe Dog, a memoir by Nike co-founder Phil Knight if you haven't already)

The author, Greg Hoffman joined Nike as an intern, and little did he know that he'd one day be the CMO (Chief Marketing Officer) leading marketing initiatives for one of the most ubiquitous symbols on earth. As an African American, Greg grew up in an all-white suburban area but his two passions - sports and art - led him to Nike whose diverse company culture not only made him feel safe and sound but provided the perfect platform to exercise his creative freedom.

The book is filled with multiple successful marketing campaigns such as "Find your Greatness" during the London 2012 Olympics to "Risk Everything" at the 2014 FIFA World Cup that Nike engineered and designed and the book explores what went behind the scenes to bring them to life. Every chapter ends with the learnings and principles of the mental models on team building, innovation, and leadership. "Discover the potential in your product, and you will help consumers discover the potential in themselves."

"Good brands create memorable moments; great brands create movements." Find what you want your product to achieve, not just facilitate and you'll be able to identify the vision of your movement. Over the course of years, Nike has been instrumental in leading and vocalizing initiatives that are at the intersection of sports, entertainment, arts, and politics including Black Lives Matter. My only pet peeve from the book is too much focus on Nike initiatives; so if you don't resonate with the brand and are not a trivia fan, then you'll find the book over-the-top boastful. If you are a marketer or a brand manager, then you'd definitely give this book a read to understand what goes behind making a brand that creates a movement instead of just a moment.

[Andrzej · Rating 2 out of 5]

pozycja, która przywołuje u mnie motyw rozdartej sosny, jak u Żeromskiego. Dlaczego? Ponieważ sięgając po tę lekturę miałem z tyłu głowy książkę założyciela NIKE, Phila Knigtha "Sztuka zwycięstwa" (Shoedog). Niestety, dziełko Hofmanna to pozycja zdecydowanie kilka półek niżej, osobowościowo, literacka, rozmiarem buta, czy kapelusza.

Przede wszystkim denerwowała mnie megalomania autora, który "ja" odmieniał na stronach książki przez wszystkie możliwe przypadki. Jednak w przeciwieństwie do założyciela NIKE, który robił to z klasą, w końcu była to książka przede wszystkim autobiograficzna, i raczej akcentując zakręty, trudności i perypetie, które wielokrotnie o włos dzieliły firmę od upadku i bankructwa, tu mamy nieustającą chwalbę pod własnym adresem, ja w miejsce my, stawiane się na piedestale i dużą dozę samozachwytu. Do tego dochodzi jeszcze nadwyżka niekiedy oczywistych, ocierających się o banał zaleceń i recept w kwestii budowania marki, które momentami wpadają w tromtadracki ton.

Byłoby jednak niesprawiedliwością stwierdzenie, że książka składa się z samych wad. Jeśli z wytrwałością zaciśnie się zęby, to z potoku autokreacji można wyłuskać całkiem sporo informacji na temat prawdziwie znaczących kampanii i projektów, które autor śledził z bliska lub współtworzył. Nie sposób odmówić mu też wiedzy na temat budowania marki globalnej, jaką jest NIKE i kronikarskiej precyzji w przytaczaniu detali poszczególnych działań, czy przedsięwzięć. Tu jednak niekiedy europejski czytelnik znów może się zderzyć z nie zawsze czytelną specyfiką amerykańskiej branży sportowej, czy mniej znanych na Starym Kontynencie dyscyplin popularnych za oceanem. Gdyby tę pozycję solidnie odcedzić z samozachwytu autora i czasami czczego gadulstwa, Czytelnik odniósłby zdecydowanie większy pożytek bez momentami nużącego powtarzania w swojej głowie pod adresem autora "chłopie, dalej, do przodu, do brzegu". A tak rodzynki trzeba wyjmować z ciasta słowotoku i samouwielbienia zanurzonego mocno w tematyce poprawności politycznej, apoteozy BLM i afirmacji dla działań z obszaru DEI, z których dziś amerykańskie i światowe korporacje wycofują się rakiem (ostatnio Ford i Toyota).
Jeśli zatem jednak mielibyście przeczytać tylko jedną książkę o NIKE, to zdecydowanie polecam "Sztukę zwycięstwa" Phila Knigtha.

[Katie Hazel · Rating 3 out of 5]

A bit of a different book for me to read - and although I gave it a 3⭐️ - it doesn’t mean it was not interesting.

I found this in Waterstones a few days ago. And picked it up as I was intrigued by the title, the subheading of “Creative Leadership Lessons from a Life at Nike”, and the bright blue cover.

I was intrigued by the subject itself. I’m a trainee Computing teacher. And I have 2 classes of BTEC Creative iMedia (one Y9 and one Y10). And because of the current literacy and reading drive created by the infamous Ofsted, me and my mentor are always looking for ways to implement reading into a creative subject, where reading isn’t as easily facilitated like other subjects.

I managed to read and highlight sections in 4 days. I think one chapter in particular will be useful for my students.

[Kyle DeGuzman · Rating 2 out of 5]

Greg Hoffman was a creative leader at one of the biggest companies in the world. This book talks about how he used design to make Nike culturally relevant and become more than just a shoe brand.
I finished this book completely disappointed because I found it lackluster and generic. For such an inspiring and well-accomplished man, I was expecting to learn of obscure insights and a unique perspective only he would know. He headed creative at Nike and that was the best he can share? I don't think so.
Likely because I vaguely work in the realm of design, I didn't find most of his words particularly earth-shaking and thought-provoking.
I think if design and creativity aren't part of your world, this book would be interesting. Otherwise, if you are a creative or work adjacent to creatives, you'll probably be disappointed.

[Hjalti Rognvaldsson · Rating 3 out of 5]

There is so much I wanted to love about this book. Its quite heavy on selected case studies and examples which is great. But thats also where is breaks down. Its all outcome based. I was hoping that I could learn more about HOW to build a creative culture with more actionable tips that can be implemented in daily life. Nike is already such a creative company with a culture of risk taking so showing the outcome without the work behind the scenes is a bit of a miss

There is one chapter that covers this

I will caveat this review by the fact that I listened to it. Maybe these learnings and principles would leave more of a mark if I read it.

Still, its an interesting book if you like marketing, branding and design. And if you're a fan of Nike - which I am

[Scarlet · Rating 3 out of 5]

The book becomes a lot more interesting if you look up the campaigns as you read it. The visuals of the Nike ads really lift up this book ( if you are not from a marketing background like me). The content also has a biographical feel with personal achievements on show.

Greg’s background is not easy. He is an adopted kid from a mixed racial family growing up in America. He worked hard to reach the status he has now. I salute him for that.

Unfortunately, for me, personally, the book lacked substance. It just felt more of a list of campaigns and events that Nike did during his leadership then the background struggle to create something extraordinary. There was very little about the journey of each campaign. Little on the emotional front.

[Sarah Duffy · Rating 5 out of 5]

“Your brand is more than a collection of products and services. It’s more than mission statements and algorithms…Your brand is human. And it is by being human that your brand will build emotional bonds with other humans. It is by being human that you can leave a legacy, but just a memory”

This is the best marketing/storytelling book I’ve read to date. The lessons in this book are not only inspiring for up and coming marketers like myself, but they are also immediately applicable to my current work.

I can guarantee that this will be a book I keep at my desk to continually reference for years to come.

[Matt · Rating 2 out of 5]

I went into this book excited - in retrospect the title may have gotten my hopes up.
Maybe Hoffman had higher hopes of imparting wisdom when he began writing this but the end result is merely a collection of unoriginal ideas on how to foster creativity in teams, padded with repetitive stories from a career spent at Nike. I’m not sure where the editors were in this process.

If you’re looking for a recounting of time spent at a sportswear company told through the lens of a fan-boy who seems to believe Nike could do no wrong, give this a read. Otherwise, don’t bother.

[Fan Marin]

Design career/learnings at Nike:

1. Tell the story of the design work.
2. The goal is to generate emotional attachment (excitement, connection, luxury etc.) to the (logo) design. Make audience feel that they are part of the story - driven to excellence, and build lasting bond with the brand.
3. Stop trying to be perfect, loosen up to explore!
4. Creativity is a team sport.
5. Show the world your brand in proactive ways. Marketers tell stories.
6. Have the curiosity to search what moves users. (dreams, loves, etc.)
7. Create chemistry. Be playful. Dance.
8. All begin the right team.
9.

[Daniel Fell · Rating 5 out of 5]

Great book. I had the good fortune to hear Greg Hoffman speak to a small group of students and business leaders on a virtual seminar and then purchased his book. I’m glad I did as I would place it among my top marketing books to read. It’s an up close and intimate look inside the Nike brand and the life experiences of a talented designer and marketer, and a great collection of practical advice on creativity and brand building in the modern era.

[Clara Saraswati · Rating 5 out of 5]

Great book!!!

This book is amazing! As someone who is working in creative agency, this book helps me to learn deeply about the mix between creativity, branding, and learning of user preferences. Sometimes, we too focus on how we get into the market and forget about what is really needed by the users. In this book, we learn to prioritise humans, interact with them, and deliver them the best values our product or service can do.

[Arek · Rating 4 out of 5]

Tej książce w recenzjach zarzuca się, że jest ona głównie platformą do autopromocji autora.
Jest to częściowo prawda. Autor rzeczywiście opowiada o swoim wkładzie w opisywane kampanie, o swojej drodze, o gwiazdach które poznał.
Z drugiej strony jeśli uznać, że nie kłamie to ciężko nie chwalić się takimi kampaniami. Ja nie oparłbym się pokusie.
Imo warto przeczytać. Lektura inspiruje i pokazuje kulisy procesu kreatynowego w jednej z największych marek świata.