TY  - BOOK
AU  - Hoffman,Greg
TI  - Emotion by design: creative leadership lessons from a lifetime inside Nike 
SN  - 9781847943552 (pbk.) :
AV  - NK1520 
U1  - 745.4 23
KW  - Nike (Firm)
KW  - Design
KW  - Human factors
KW  - Psychological aspects
KW  - Creative ability in business
KW  - Leadership
KW  - Art and Design
KW  - ukslc
N2  - For decades, Nike's campaigns have been so radically creative that they make an indelible mark on the public imagination - and, just sometimes, change how the world thinks. It's an art form that Greg Hoffman understands better than anyone. Over 30 years at Nike, he crafted some of the most iconic campaigns in history: from Colin Kaepernick's 'Dream Crazy' ad, to the instantly recognisable logos used by Roger Federer and Serena Williams. By the end of his career, he was Chief Marketing Officer - responsible for maintaining the brand recognition of the Nike swoosh everywhere on Earth. Now, Hoffman reveals the simple principle that Nike uses to power their creativity: emotion by design. Combining scientific analysis and artistic daring, emotion by design helps Nike forge deep personal bonds with their customers - crafting campaigns that chime with people's most audacious dreams
ER  -