Building a Global Brand, with former Nike CMO Greg Hoffman

Intelligence Squared

News, Society & Culture, Arts, News Commentary

4.2 • 1.2K Ratings

🗓️ 2 May 2022

⏱️ 55 minutes

🔗️ Recording | iTunes | RSS

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Summary

Greg Hoffman spent nearly three decades building the Nike brand. In the process he helped transform a shoe company into an identity that resonates the world over. His recent book, Emotion by Design, opens up his philosophy and shares what he has learned from a life in marketing and turbo-charging brands. Hosting the discussion is economist, author and broadcaster, Linda Yueh. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	I mean, Sirling, and today I'm at a McCain Potato Field.
0:04.0	Being chased by a massive wasp!
0:06.0	It's just a lady bird, Ian.
0:08.0	Well, it had a real wasp in her J.
0:10.0	Why are they here?
0:12.0	Well, we plot wildflowers to help encourage wildlife.
0:14.0	Like birds and insects.
0:16.0	So, we eat McCain chips. I'm helping do some good.
0:18.0	Yeah, exactly. You're supporting the move to regenerative farming.
0:22.0	Okay, this time it's definitely a wasp. My life's in danger.
0:25.0	Ian, that's a butterfly.
0:27.0	McCain, let's all check in.
0:57.0	Welcome to Intelligent Squared. I'm Connor Boyle.
1:01.0	Coming up with Greg Hoffman, the branding expert and former chief marketing officer
1:05.0	at Global Sports Brand Nike, discusses his new book, Emotion by Design.
1:09.0	Greg Hoffman spent nearly three decades building the Nike brand.
1:15.0	In the process, he helped transform a shoe company into a multi-faceted identity
1:19.0	that resonates the world over.
1:21.0	He created the Find Your Greatness campaign
1:23.0	during the London Olympics in 2012, encouraging everyone to get active
1:27.0	and he was part of the Stand Up Speak Up campaign.
1:29.0	Highlighting racism in sport with two interlocked wristbands with footballers
	...

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