In conversation with Greg Hoffman (and what to expect from the Branding with Emotion Masterclass)

?In March, you will be in Portugal for a Masterclass dedicated to “Branding with emotion”. What will this program consist of and to whom is it targeted? And what advice will you give to participants?

We will explore what it takes to build brands that resonate deeply with audiences.

We will discuss the methods and actions necessary to achieve that rarified place within the hearts and minds of consumers, where a brand holds a greater meaning that goes way beyond a transaction. These sessions are for leaders who are interested or responsible for building brand strategy, launching innovation, telling compelling stories, and creating immersive experiences for their audiences. It is an opportunity for participants to invest in their own growth as leaders and in turn, their brands.

You spent around 20 years at Nike, as CMO, VP Global Brand Design, among other positions. What do you remember the most about this journey?

I had the privilege of spending 28 years at the NIKE brand, and what stands out most vividly is the remarkable team culture. It’s one of a kind. To be in an environment where creative risks were not only welcomed but encouraged, where complacency was the enemy, and you won through collaboration, was a privilege. The bar for excellence was always high, and that mirrored the relentless pursuit of goals by the athletes we served. It was a culture that pushed you to realize potential beyond what you thought was possible.

?Nike was responsible for one of the first big sponsorship deals in the sportswear?industry, with Michael Jordan (Air Jordan). What impact does it still have, to this day, on the marketing and branding industry?

If you want to effectively position your innovation in the marketplace, and own the highest ground of performance within your category, often times the best way to achieve that is to find remarkable individuals, communities, and environments that can validate your products when the stakes are the highest. When you see the Nike Swoosh on the jerseys worn by the greatest players in the game on the most important stages, it is the ultimate validation. To create cultural currency around your products, you look to build powerful brand associations through influential ambassadors. Partners who can represent your brand because they share the same values, passion, and are pursuing the same audacious goals.

?Nowadays, you are an author and provide brand advisory leadership to help startups and established brands drive business growth. Are the fundamentals of Marketing and the ingredients of a “love brand” (like Nike) much different from what they were 20/30 years ago? What has changed in the path to success?

The fundamentals of brand building and storytelling still hold true, but the mediums are constantly evolving. In the past, companies broadcasted their messages at consumers, looking to invite them into their brand through inspirational communication. However, they lacked the methods and tools to create lasting relationships with consumers.

Today, the most successful brands not only engage in a two-way conversation with their audience, but also invite consumers to co-create the brand's world and experience. Consumers now have unprecedented control in how they want to engage with brands, and a company must be deeply attuned to their desires and behaviors in real-time. Despite this, it also remains a brand's role to introduce solutions into the consumer’s world that they couldn’t dream of. After all, how can you expect to take your audience someplace new if you don't go there first yourself?

At a time when there’s a lot of talk about “purpose”, but many brands tend to associate themselves to the same territories – such as sustainability or sports – how can they stand out amidst the noise? What is the role of emotion in branding, after all?

I believe successful brands understand that what they sell isn’t only their products and services. What they sell is their purpose and promise. To truly create a brand that plays a deeper role in the lives of consumers, culture, and society, you need to invite people to be a part of something that improves their lives and connects them to communities that share a common pursuit. For us at Nike, it was helping all athletes to realize their individual and collective potential. To find their greatness!