When you create, you likely aren’t doing it just for yourself. You are probably making things - whether a product, a message, a work of art, or even a strategy - for someone else. You create in order to get some kind of response from the person who experiences your work. An emotion.
This is especially true in the world of brand strategy. Your brand is not what you say it is, it’s the impression - the emotion - it generates in the person experiencing it. On this episode, former Nike CMO Greg Hoffman shares how you can craft strong, compelling creative work that resonates deeply with your audience. His new book is called Emotion by Design.