Illinois State Insights webinar: Emotion by design

The Illinois State University Alumni Association believes in lifelong learning and career development even after graduation. Take advantage of these free webinars and live streams as they fit into everyday life to continue to learn and grow together as Redbirds. Be sure to register in advance to gain access to the webinar.

Emotion is what elevates the most successful brands above the rest, allowing them to occupy a rarefied place in consumers’ hearts and minds. These brands transcend functionality, offering emotional value that resonates deeply with their audience. In this engaging webinar, bestselling author and former CMO at NIKE Greg Hoffman unveils the concept of “Emotion by Design,” illustrating how we can all harness its power to craft products, stories, and experiences that make people feel that even their most audacious pursuits are possible to achieve. He will share the philosophy and methodology behind creating a brand that empowers and deeply resonates with people, unveiling his three guiding principles: Creativity is a Team Sport, Dare to Be Remembered and Spark a Movement. These principles served as the cornerstone of Hoffman’s leadership at Nike, where he played a pivotal role in shaping the company’s brand identity and voice through compelling storytelling and immersive experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people—quite literally, emotion by design.