Emotion By Design

1. Creativity thrives on diverse teams and outside inspiration

"Embrace the daydreamers. Empower the quiet voices to speak the loudest. Let diversity be the oxygen that breathes life into the creative pursuit."

Cultivate a creative dream team. Build a team that includes right-brained thinkers who ask "What if?" and eschew process and order. Give introverts space to think before they leap, as they often dream of a new and better future. Embrace diversity in skills, life experiences, and perspectives to uncover deeper insights.

Seek inspiration everywhere. Encourage curiosity and exploration beyond the office walls. Organize team-building exercises that challenge creativity, like designing chairs from cardboard or creating city plans. Visit inspiring locations, from sword-making families in Japan to innovative restaurants. Keep visual journals, give yourself "homework" when traveling, and share experiences with your team to fuel creativity.

2. Brand identity goes beyond logos to encompass storytelling

"Your brand identity is the foundation upon which you will build a company for the long-term."

Create a distinctive visual language. Develop a consistent look and feel across all brand touchpoints, from packaging to retail spaces. Consider how color, typography, and imagery work together to convey your brand's values and personality. For example, Apple's use of white space and minimalist design communicates simplicity and innovation.

Tell your brand's story through every detail. Use product design, retail environments, and marketing materials to reinforce your brand's purpose and values. Nike's Air Force 1 anniversary celebration, "1NightOnly," showcased 1,700 versions of the shoe in a bank-vault-inspired setting, emphasizing the cultural value and legacy of the product. Consider how even small details, like the curation of a retail space, can contribute to your brand's narrative.

3. Take calculated risks to innovate and connect with consumers

"There's no greater danger than playing it safe."

Encourage a culture of risk-taking. Create an environment where bold ideas are welcomed and failure is seen as a learning opportunity. Nike's approach to the 2014 World Cup "Risk Everything" campaign exemplified this mindset, resulting in groundbreaking real-time content creation and innovative storytelling.

Balance art and science in marketing. While data and analytics provide valuable insights, don't let them stifle creativity and innovation. Find ways to use technology and new platforms to tell compelling stories, as Nike did with their "Crossbar" viral video featuring Ronaldinho. Be willing to experiment with unconventional approaches, like sending Kevin Hart on a cross-country run to promote the Apple Watch Nike+.

4. Harness the power of authentic storytelling to build emotional bonds

"We are at our best when we worry less about how people feel about us and more about how we make them feel about themselves and their ability to achieve their definition of greatness."

Focus on human stories. Instead of solely promoting products, create narratives that resonate with consumers' aspirations and emotions. Nike's "Find Your Greatness" campaign redefined greatness as a personal achievement, using stories of everyday athletes to inspire viewers.

Use diverse mediums to connect. Explore various storytelling formats, from traditional commercials to interactive experiences and social media content. Nike's "The Last Game" animated film and accompanying real-time content during the World Cup demonstrated the power of multi-platform storytelling. Consider how music, visual art, and cultural references can enhance your brand's narrative and emotional impact.

5. Don't chase trends; create cultural icons through authenticity

"Cultural icons begin to take form when a brand remains authentic to its identity and purpose. Do that, and cool will chase you."

Respect and protect your brand's legacy. If you have a product that has achieved iconic status, like Nike's Air Force 1, honor its history while finding ways to keep it relevant. Celebrate its cultural impact and the community that has embraced it, as Nike did with the "1NightOnly" event and the creation of Air Max Day.

Invite consumers to co-create. Provide platforms for consumers to personalize and engage with your brand, like Nike's NikeiD customization studios. This allows them to become part of the brand's story and fosters a deeper emotional connection. Consider how you can democratize design and give consumers tools to express their individuality through your products.

6. Spark movements by empowering consumers with tools and purpose

"Movements are community led; they flourish when those within them believe they are a part of something greater, something that helps not only them but everyone around them."

Identify a shared aspiration. Find a goal that aligns with your brand's values and resonates with your target audience. Nike's partnership with Kevin Hart to promote fitness and running exemplified this approach, leveraging his authentic passion and relatable journey to inspire others.

Provide tools for empowerment. Develop products and experiences that enable consumers to achieve their goals. The Nike+ FuelBand and accompanying "Make It Count" campaign gave users a tangible way to track their progress and join a community of like-minded individuals. Create moments and platforms for people to come together and celebrate their shared passion, as Nike did with the Human Race and Air Max Day events.

7. Use empathy to address social issues and create meaningful impact

"The ball should bounce the same for everyone. Worth should outshine color."

Listen and learn from diverse perspectives. Engage with communities and individuals to understand their needs and experiences. Nike's work with athletes like LeBron James and campaigns like "Equality" demonstrated the power of amplifying authentic voices to address social issues.

Take action beyond marketing. Use your brand's resources and influence to create tangible change. Nike's development of the Pro Hijab for Muslim athletes and the construction of the Nike Football Training Centre in Soweto, South Africa, show how brands can address specific needs and create lasting impact in underserved communities.

Foster internal diversity and inclusion. Build a workforce that reflects the diversity of your consumers and encourages different perspectives. Cultivate leadership that recognizes and elevates diverse talent, as exemplified by Greg Hoffman's journey at Nike and his efforts to support and mentor others.

Last updated: February 26, 2025