By Greg Hoffman, instructor of sports product management, Lundquist College of Business, UO Portland
In Emotion by Design, Hoffman shares lessons and stories on the power of creativity drawn from almost three decades of experience within Nike. A celebration of ingenuity and a call-to-arms for brand-builders to rediscover the human element in forming consumer bonds, Emotion by Design is an insider’s guide to unlocking inspiration within a brand and building stronger emotional connections with consumers, using Hoffman’s three favorite guiding principles: Creativity is a Team Sport, Dare to be Remembered, and Leave a Legacy, Not Just a Memory.