The Brain Behind Nike’s Brand with Nike’s Former CMO

Erika Taught Me

Erika Kullberg

Business, Entrepreneurship

4.8 • 2.3K Ratings

🗓️ 14 March 2023

⏱️ 46 minutes

🔗️ Recording | iTunes | RSS

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Summary

#23: I meet Greg Hoffman, the brains behind Nike’s marketing campaigns as the former Chief Marketing Officer. A global brand leader, Greg held marketing, design, and innovation leadership roles at Nike for over 27 years. He shares with us his life at Nike, to show you how you can use emotion and design to build insanely powerful branding, create a movement, and harness both the art and science of constructing a brand image. Read Greg’s book: Emotion by Design: Creative Leadership Lessons from a Life at Nike To apply for the Senior Podcast Producer position at Erika Taught Me: https://erikakullberg.com/producer-application Special thanks to our partners: Webull (free stocks) - erikataughtme.com/invest Aura - erikataughtme.com/aura Bilt Rewards - erikataughtme.com/bilt Thanks for tuning in and come back every Tuesday for a brand-new episode! Make sure you hit the follow button to get notified. Prefer video or want closed captions?⁠ Watch this episode on YouTube. Did you enjoy the episode?⁠⁠ Please leave us a review here⁠⁠: https://erikakullberg.com/review (just scroll to the bottom and tap on “leave a review”) It really helps the podcast especially since we’re just getting started. Even just a sentence is perfect! Follow the podcast @erikataughtme across platforms. ⁠Connect with me on Instagram.⁠ For more information, go to⁠ https://www.erikataughtme.com/⁠. Get on my personal finance & investing course priority waitlist here. https://erikakullberg.com/3DMoney Get my Mastering YouTube course, to learn how to grow a YouTube following and monetize it. https://erikakullberg.com/MasteringYT ⁠Get more of my free resources.⁠

Transcript

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0:00.0	How I arrived at Nike as maybe more of a craftsman.
0:04.6	A brand say like Apple or Nike spends a lot of time creating
0:09.4	one of the reasons you see them everywhere
0:12.0	and why people over them is.
0:15.0	Do you have worked with the likes of Kobe?
0:16.8	You've collaborated with LeBron.
0:18.3	You've created campaigns for the Brazil National Football Team.
0:21.8	You are involved in the famous period where Colin Kaepernick
0:25.8	helped to change the world with his involvement with Nike.
0:30.0	I felt that the art within brand building,
0:33.1	the practice of creating an emotional value
0:36.0	in your products and brand,
0:37.5	in some ways is being squeezed out of the process.
0:40.0	So to be an innovation front runner,
0:42.4	part of that is making sure that...
0:45.4	So how do you decide whether a campaign is successful or not?
0:48.2	I've always used a really simple framework and I call it.
0:53.2	You're listening to the Erica Topney podcast,
0:55.5	the number one business podcast in the US,
0:58.3	where we talk about entrepreneurship, money,
1:01.0	and how to improve your life and achieve success.
1:04.0	I'm your host, Erica Colberg.
	...

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