Intelligence Squared Building a Global Brand, with former Nike CMO Greg Hoffman
May 2, 2022
Greg Hoffman, former CMO of Nike and author of "Emotion by Design," shares his journey of transforming Nike into a global brand. He discusses how creativity and emotional connections drive successful marketing campaigns, highlighting the power of diversity and inclusion in fostering innovation. Hoffman emphasizes the importance of taking risks and learning from failure, inspired by sports legends. He also underlines the role of daydreaming in boosting creativity and establishing compelling narratives that resonate deeply with consumers.
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Cultivating Curiosity
- Cultivate curiosity by actively seeking inspiration outside your field.
- Explore different sectors, look for transferable ideas, and document your findings.
Outside-In Discussions
- Schedule regular "outside-in" discussions where team members share external experiences.
- This helps integrate outside inspiration into the work environment.
Savile Row Inspiration
- A visit to Savile Row inspired a sneaker customization shop at Nike.
- In two years, there were 100 such shops globally, showing the power of external inspiration.
