business.com receives compensation from some of the companies listed on this page. Advertising Disclosure
World's Best Boss

Do you have the world's best boss?Enter them to win two tickets to Sandals!

BDC Hamburger Icon

MENU

Close
BDC Logo
Search Icon
Updated Feb 21, 2023

Nike CMO: Your Campaign Needs One Page for Success

Marty Beckerman headshot
Marty Beckerman, Staff Writer

Table of Contents

Open row

Nike CFO

Greg Hoffman didn’t create the Nike slogan “Just Do It,” but he’s lived those words. Rising from an internship at the iconic sportswear company in 1992 to its chief marketing officer and VP of global brand innovation, Hoffman oversaw an era of technological and social change, as well as partnerships with LeBron James, Kobe Bryant, and Colin Kaepernick.

Hoffman’s new book, Emotion By Design: Creative Leadership Lessons From a Life at Nike, is an autobiography and instruction manual. Any small business would be wise to heed his billion-dollar advice on authenticity.

Make a Brand Identity Document Right Now

Customers will never buy your values (literally or figuratively) if you don’t. “You first absolutely [need] a one-page document that articulates what your belief is, why you exist, what your mission is,” Hoffman said. “If everyone in your company isn’t clear on that, it could become an issue.”

Failure to craft and adhere to this document causes trouble and even potential hypocrisy. “A lot of companies take that for granted or say, ‘We’ll get to that later,’” Hoffman explained. “It’s everybody’s job to respect that.”

Marty Beckerman headshot
Marty Beckerman, Staff Writer
Marty Beckerman is editor of the b. Newsletter.
BDC Logo

Get Weekly 5-Minute Business Advice

B. newsletter is your digest of bite-sized news, thought & brand leadership, and entertainment. All in one email.

Back to top