How We Built a Global Brand, with former Nike CMO Greg Hoffman
Politics & Economics
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57m
Greg Hoffman spent nearly three decades building the Nike brand. In the process he helped transform a shoe company into a brand that resonates the world over. He created the ‘Find Your Greatness’ campaign during the London Olympics in 2012 encouraging everyone to get active. And the ‘Stand Up, Speak Up’ campaign highlighting racism in sport with two interlocked wristbands, one black, and one white. About five million were sold in Europe with football players like Thierry Henry and Rio Ferdinand fronting the campaign.
In April 2022 Hoffman came to Intelligence Squared to reveal what he has learned from a life in marketing and his philosophy for how to transform and turbo-charge any brand. Drawing from his new book Emotion by Design he explained how brands can develop an authentic voice, why the key to marketing is how products make consumers feel about themselves and how to build a legacy that will outlive your time at a company.
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