The Diary Of A CEO with Steven Bartlett
Most Shared Clip: Inside Nike’s Branding Genius: Lessons for Building an Iconic Brand: Greg Hoffman
Fri, 13 Dec 2024
In this moment, Greg Hofman former CMO of Nike explores how the brand’s bold strategies helped the brand become an iconic global powerhouse. He shares practical lessons on building a strong brand identity, connecting with audiences, and leveraging creativity to drive business success. Head to https://www.linkedin.com/doac24 to claim your credit. Watch the Episodes On Youtube - https://www.youtube.com/c/%20TheDiaryOfACEO/videos Greg: https://www.themodernarena.com/about Learn more about your ad choices. Visit megaphone.fm/adchoices
Full Episode
When you think of the most iconic logo in the world, which brand comes to mind? For me, it's probably Nike. Their former CMO Greg Hoffman knew exactly how critical strong brand recognition was. And in this clip, he shares his tactics on leveling up your own marketing. I have about 40 companies in my portfolio. And when I think about what's worked in terms of marketing, LinkedIn ads stands out.
They're also the sponsor of this episode. Here you have access to professional network of individuals who influence your business with over a billion members, 130 million decision makers, and 10 million C-suite executives. So you can kill the guesswork and know exactly who you're reaching. If you're ready to make an impact, give LinkedIn Ads a try and enjoy this moment on us.
Or if you want to get started now, LinkedIn Ads is offering $100 credit to launch your first campaign. Go to linkedin.com slash DOAC24 to claim your credit. Terms and conditions apply. To create a strong emotional connection with someone else, I'm presuming you have to take a strong emotional stance yourself often.
So I'm just thinking about the things that have evoked the strongest emotional connections with anything I do. The things that have evoked the strongest emotional connections with this podcast and its audience are strong emotional stories. But when you do that, when you avoid indifference, you are putting yourself in line for potential criticism and attacks and you're going to polarize people.
Some people are going to love and hate you. How important has that been for Nike? And how important is it for a person starting a podcast or a business or leading a team or whatever else?
For a brand like Nike, it was, you know, look at the athletes that represented the brand early on. I mean, they were all rebels, you know, within their own sports. And so, you know, this idea of, you know, having a maxim within the company that was defy convention, right?
So your values kind of say, it's like, yeah, there are gonna be things we do with conviction that may be polarizing, but it is the deep belief we have in those things. And as long as we always relate them back to sport and this idea of serving the athlete, then we're willing to go there. And
if we're not clearly tethered to, you know, what we say and what we do, then we would deserve the critique and the criticism. So I think you can, for any small or large company that's kind of, you know, that's wrestling with this, that maybe wants to kind of go beyond just the transactions and truly move into that arena where you really are having real relationships
with your audience, that their affinity for you comes from the fact that they're getting meaningful benefits, whether those are mental or physical, that are allowing them to progress in life. When you reach that status, I believe indifference isn't an option right now. I believe we need to look to brands that have that level of success.
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