The Diary Of A CEO with Steven Bartlett

The Marketing Genius Behind Nike: Greg Hoffman

Jun 9, 2022

Greg Hoffman, former CMO at Nike and author of "Emotion by Design," shares his incredible journey from facing racial abuse to leading iconic marketing campaigns. He discusses the essential role of authenticity in branding, using Nike's evolution as a case study. Greg dives into cultivating a creative team culture, emphasizing empathy, curiosity, and courage. He also reveals how his recent reunion with his biological mother transformed his understanding of identity and connection, illustrating the power of storytelling in both business and personal realms.

01:21:05

Episode guests

Greg Hoffman

Highlights

AI Chapters

Episode notes

Social Media Has a Big Impact on Your Business

01:21

The Best Brands Ask the Question, How Do I Want This Work?

01:23

How to Find That Story in Your Business?

01:09

Nike had a different major sporting event focus every two years

01:41

Intro

4min

From Racial Abuse to Brand Authenticity

21min

Cultivating Creative Team Culture

26min

Crafting Brand Identity Through Design

13min

Discovering Connections: The Impact of Technology on Identity

3min

Heritage and Healing

11min

Navigating Empathy in Familial Relationships

3min

Greg Hoffman is the former Chief Marketing Officer at Nike, and the author of Emotion By Design, a book about how to find emotional ways to tell business stories and connect your ideas through creative storytelling.

Joining Nike when he was just in his early 20s, to becoming one of the most senior people of colour in corporate America, his life story is like no other. Here he tells us not just how to find new ways to get your story across, but delves into his own story as he tells us how he met his real family for the first time only a couple of years ago, and how that felt for him.

Greg is an entirely new voice on how to be a caring leader and deal with the stresses of high-level executive roles. Because when it’s your job to find ways to connect ideas with other people, you first have to connect those ideas to yourself.

Follow Greg:

Instagram - https://www.instagram.com/ghoff70

Greg’s book - https://www.amazon.co.uk/Emotion-Design-Creative-Leadership-Lifetime/

Follow me:

https://beacons.ai/diaryofaceo

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