Afleveringen
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Why a point of view (POV) will be more important than AI. Written and read by Rei Inamoto himself.
The Intersection is Rei’s weekly newsletter, exploring what the future holds at the intersection of creativity and technology. Subscribe to The Intersection to receive his latest editions directly in your inbox.
Episode References:
POV > AI | ArticleRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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In addition to the in-depth conversations with each guest on our show, we have a lightning round segment where we ask each guest to respond on the spot without seeing the questions in advance. This week, we welcome back Julie Channing, a seasoned marketing leader with an impressive portfolio spanning Levi’s, Google Nest, and Allbirds, to hear her alternative career choices, next travel destinations, favorite food, and much more.
A brand builder at heart with a digital backbone, Julie Channing has spent nearly 25 years building and nurturing beloved world-class brands and marketing teams. She spent the first half of her career on the agency side, predominantly working at AKQA where she led client relationships with Gap Inc., McDonald’s and Palm Pilot. Her brand-side experience spans legacy businesses to early stage start-ups across a breadth of industries, including Levi’s, Google Nest and Allbirds – where she was the first hire and responsible for building the brand and marketing organization from the ground up. Today, Julie has her own marketing consultancy and advisory practice, working with consumer-led, purpose-motivated brands looking to scale their business and elevate their team.
Episode References:
Julie Channing | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Zijn er afleveringen die ontbreken?
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What skills are the most important for marketing in today’s environment and beyond?
In this week’s episode, we welcome back Julie Channing, a seasoned marketing leader with an impressive portfolio spanning Levi’s, Google Nest, and Allbirds, to explore the essential skills required for today’s marketers. Key topics include the importance of curiosity, balancing art and science, and the necessity of collaboration in marketing. Julie highlights the ever-evolving landscape of marketing and how staying curious can make a significant impact. She also stresses the importance of combining storytelling with data for effective marketing and leveraging teamwork to achieve collective goals.
A brand builder at heart with a digital backbone, Julie Channing has spent nearly 25 years building and nurturing beloved world-class brands and marketing teams. She spent the first half of her career on the agency side, predominantly working at AKQA where she led client relationships with Gap Inc., McDonald’s and Palm Pilot. Her brand-side experience spans legacy businesses to early stage start-ups across a breadth of industries, including Levi’s, Google Nest and Allbirds – where she was the first hire and responsible for building the brand and marketing organization from the ground up. Today, Julie has her own marketing consultancy and advisory practice, working with consumer-led, purpose-motivated brands looking to scale their business and elevate their team.
Timestamps:
0:03 Essential Skills for Modern Marketers: Curiosity, Balance, Collaboration5:31 The Lost Ring: A Revolutionary Marketing Campaign for McDonald's11:55 Resilience, Teamwork, and Mindfulness in Professional and Personal Life16:52 Navigating Career Changes and Personal Fulfillment21:25 Julie Channing's Career Insights and Soccer SkillsEpisode References:
Julie Channing | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Brand-building at Allbirds began with a clear purpose: “to reverse climate change through better business.”
In this week’s episode, we welcome Julie Channing, former CMO and Global VP of Marketing at Allbirds, to explore the fundamental principles behind Allbirds’ exceptional branding success since its launch in 2016. Julie recounts her early days at Allbirds, from joining as the first full-time employee to helping the brand craft a compelling narrative and marking its territory in a competitive landscape dominated by giants like Nike and Adidas. The conversation covers crucial steps in building a brand, including establishing a clear purpose, engaging PR and social media strategies, and staying true to the brand’s core values.
A brand builder at heart with a digital backbone, Julie Channing has spent nearly 25 years building and nurturing beloved world-class brands and marketing teams. She spent the first half of her career on the agency side, predominantly working at AKQA where she led client relationships with Gap Inc., McDonald’s and Palm Pilot. Her brand-side experience spans legacy businesses to early stage start-ups across a breadth of industries, including Levi’s, Google Nest and Allbirds – where she was the first hire and responsible for building the brand and marketing organization from the ground up. Today, Julie has her own marketing consultancy and advisory practice, working with consumer-led, purpose-motivated brands looking to scale their business and elevate their team.
Timestamps:
0:03 Julie Channing's Journey from AKQA to Marketing Leadership3:54 Building Allbirds from Scratch: A Leap of Faith12:56 Allbirds' Mission to Reverse Climate Change Through Better Business17:47 Crafting a Powerful Brand Story for Allbirds22:30 Making Better Things in a Better Way26:26 Early Wins and Strategic Breakthroughs for Allbirds’ Brand30:40 Embracing Authenticity and Experimentation in Social Media Marketing36:51 Consumer Feedback Drives Allbirds' Gender-Neutral Color Strategy38:51 The Importance of Authenticity and Purpose in Brand Communication43:05 Building Brand Loyalty Through Local Community Engagement51:29 City Collaborations and a Major Partnership with Shake Shack53:24 Creative Collaboration Between Shoe and Burger Brands55:19 Building Brands with Purpose and Navigating Social Media Evolution59:41 Building World-Class Brands Through Purpose, Edutainment, and Common EnemiesEpisode References:
Julie Channing | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Rei answers questions from Alice Kumagami, a graphic designer who recently relocated from London to Tokyo. This AMA segment dives into the challenges and rewards of navigating different cultural and working environments while touching on identity crises, how Alice’s Japanese background influences her design approach, and how she’s adapting to corporate Japan.
Alice Kumagami has taken the chance to relocate to Japan to build her career and comes on our show with questions as a graphic designer at On.
Episode References:
Alice Kumagami | PortfolioAlice Kumagami | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Why design apps like Canva don’t make us better designers, as read by AI.
The Intersection is Rei’s weekly newsletter, exploring what the future holds at the intersection of creativity and technology. Subscribe to The Intersection to receive his latest editions directly in your inbox.
Episode References:
Democratization of Design | ArticleRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Ever struggled to help your clients change? A North Star is crucial for guiding client companies, but it’s meaningless without the underlying trust and supported by tangible practices.
For this week’s episode, we welcome back Ana Andjelic, the acclaimed brand executive and author of the popular newsletter “The Sociology of Business.” With extensive experience in transforming and growing brands, Ana offers insights on what it takes to drive meaningful change within established companies and underscores the importance of “dumbly believing” in the possibility of transformation to initiate significant changes. Rei also complements her insights with examples of I&CO’s relationships with clientele leadership.
Ana Andjelic is a global brand executive, author of “The Business of Aspiration” and has been recognized two times by Forbes for her CMO work. Ana specializes in building brand-driven modern businesses. She earned her doctorate in sociology and is a widely read columnist, speaker and advisor. Subscribe to her newsletter, The Sociology of Business.
Timestamps:
0:03 Transforming Legacy Brands Through Creativity and Technology6:34 Bridging Abstract Business Goals with Tangible Creative Solutions15:18 Challenges and Realities of Driving Organizational Change22:03 Lightning Questions26:04 The New Rules of Brand MarketingEpisode References:
Ana Andjelic | NewsletterAna Andjelic | InstagramAna Andjelic | LinkedInAna Andjelic | Online PortfolioRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Reviving brands requires understanding their origin stories, injecting fresh imagination, and “an orchestrated push”, according to Ana Andjelic.
On this week’s episode, we welcome the acclaimed brand executive Ana Andjelic. As the former global chief brand officer of iconic fashion brands such as Banana Republic and Esprit, Ana shares powerful strategies for reviving brands and emphasizes the importance of aligning product propositions with overarching brand concepts. The discussion also delves into the divide between brand and performance marketing and the influence of technology on perception.
Ana Andjelic is a global brand executive, author of “The Business of Aspiration” and has been recognized two times by Forbes for her CMO work. Ana specializes in building brand-driven modern businesses. She earned her doctorate in sociology and is a widely read columnist, speaker and advisor. Subscribe to her newsletter, The Sociology of Business.
Timestamps:
0:03 Reviving Brands with Ana Andjelic1:50 Balancing Productivity Between New York and Miami4:12 Reviving Brand Identity Through Founders' Original Intentions6:46 The Imaginative Origins and Evolution of Banana Republic8:25 Reviving Banana Republic's Brand Through Strategic Decisions9:32 Imagined Worlds and Functional Maximalism in Banana Republic11:23 Balancing Brand Vision and Designer Creativity in Fashion Marketing17:39 Defining New American Sportswear Through Urban and Creative Lenses21:22 The Intersection of Performance Marketing and Brand Marketing28:49 The New Rules of Brand Marketing in a Changing Landscape32:21 The Evolution of Technology and Its Impact on Perception35:07 The Interplay of Technology, Culture, and Society in Innovation45:05 Three TakeawaysEpisode References:
Ana Andjelic | NewsletterAna Andjelic | InstagramAna Andjelic | LinkedInAna Andjelic | Online PortfolioRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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The framework for deploying generative AI for brands and corporations as read by Simon Osmont.
The Intersection is Rei’s weekly newsletter that explores what the future holds at the intersection of creativity and technology. Subscribe to The Intersection to receive his latest editions directly in your inbox.
Episode References:
How to AI | ArticleSimon Osmont | WebsiteRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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How do smaller AI companies stand against giant corporations with more significant resources?
On this week’s episode, we welcome back Sho Rust, the Founder & CEO of SHO.AI, to discuss the future of AI-based services in an increasingly competitive industry, the intricacies of scaling a business, and how AI can enhance the work of professionals.
Sho Rust, an entrepreneur with a deep commitment to AI and design in brand content generation, has a rich professional background marked by significant contributions to the industry. His career includes roles at the United Nations, B-Reel, co-founding RAREFORM, and impactful work for brands like Disney, Google, and Nike. At the Boston Consulting Group's Digital Ventures Division, he excelled as a Lead Brand Technical Designer, skillfully blending AI with design.
In 2018, he launched SHO.AI, a Generative AI platform that predates ChatGPT. This platform has been embraced by universities, global agencies, and Fortune 100 brands, revolutionizing their creative processes. Additionally, Sho dedicates his Saturday mornings to teaching at the same college he graduated from, sharing his knowledge and passion for AI and design.
Timestamps:
0:04 Exploring AI's Impact on Creativity and Content Creation1:25 Balancing Startup Growth, Culture, and Leadership Challenges6:03 Innovating Brand Management with AI-Driven Design8:51 Challenges and Successes in AI-Augmented Branding12:23 Empowering Humans With AI: The Superpower Synergy13:23 Harnessing AI Tools Requires Skill and Patience14:43 ChatGPT's Impact on Perception and Business Practices17:55 AI Platform Scrutiny and Competitive Pressures Intensify20:26 Tech Giants and Nations Invade the AI Island21:19 Agility and Innovation in AI Product Development24:23 Lightning Questions28:00 Three TakeawaysEpisode References:
SHO.AI | Corporate SiteSho Rust | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Opportunities are everywhere. It’s just a matter of recognizing them and bringing those ideas to life.
On this week’s episode, we welcome Sho Rust, the Founder & CEO of SHO.AI, to hear about his journey from studying design to starting his own AI platform for content creation. Sharing Sho’s challenges in building his own company, the discussion highlights the importance of passion, execution, and recognizing opportunities for success.
Sho Rust, an entrepreneur with a deep commitment to AI and design in brand content generation, has a rich professional background marked by significant contributions to the industry. His career includes roles at the United Nations, B-Reel, co-founding RAREFORM, and impactful work for brands like Disney, Google, and Nike. At the Boston Consulting Group's Digital Ventures Division, he excelled as a Lead Brand Technical Designer, skillfully blending AI with design.
In 2018, he launched SHO.AI, a Generative AI platform that predates ChatGPT. This platform has been embraced by universities, global agencies, and Fortune 100 brands, revolutionizing their creative processes. Additionally, Sho dedicates his Saturday mornings to teaching at the same college he graduated from, sharing his knowledge and passion for AI and design.
Timestamps:
0:04 Exploring AI's Impact on Content Creation with Sho Rust
1:24 Bridging Design, Technology, and Entrepreneurship
3:20 From Art to AI: A Designer's Evolution
6:52 From AI Projects to Disruptive Startups at BCG
9:51 Rapid Growth and Japanese Expansion
10:33 Scaling Design Systems With AI Across Global Brands
14:11 Early Experiments with Language Models Transforming Brand Management
15:31 From Cushy Jobs to Grandma's Basement Startup
18:13 Startup Challenges and the Importance of Simplification
20:21 Rapid Growth and Strategic Focus in Tech Startups
24:58 Three Takeaways
Episode References:
SHO.AI | Corporate Site
Sho Rust | LinkedIn
Rei Inamoto | Instagram
Rei Inamoto | X
I&CO | Corporate Site
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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A campaign worth numerous advertising awards doesn’t necessarily mean your community of customers will like the idea.
On this week’s episode, we welcome Ginny Golden, the Executive Creative Director at YETI, to hear about YETI’s rapid revenue growth and the importance of staying true to the brand’s authenticity. Ginny shares her experience transitioning from agency-side to in-house at YETI, insights on building an in-house agency, and the value in cultivating a strong community of dedicated customers.
Timestamps:
0:03 From Agency Creative to Executive Director at Yeti2:38 Transitioning to Yeti for a Broader Creative Experience3:36 Transforming an In-House Creative Agency at Yeti5:26 Challenges of Onboarding and Brand Stewardship at Yeti8:12 Yeti's Multidimensional Brand and Community Authenticity11:46 Embracing Outdoor Lifestyles: From Casual to Hardcore12:33 Tensions Between Creativity and Capitalism in Corporate Culture13:32 Yeti's Growth: Brand Heart and Founders' Spirit17:32 Nike's Ethos and History Through Maxims and Booklets19:26 Crafting Artifacts to Preserve a Rapidly Growing Company's Story21:10 Yeti's Brand Growth and Marketing Strategy Discussed22:51 Unlocking Yeti's Growth Through Authenticity and Versatility25:41 Innovative Brand Building and Community Engagement at Yeti29:40 Turning Lost Gear Into Delightful Surprises30:28 Cultivating Authentic Community Connections in Marketing32:55 A Surfer, Skater, and Pitmaster's Old World Hog Hunt33:24 Authenticity as a Brand's Defining Characteristic35:52 Balancing Short-Term Demands With Long-Term Brand Strategy37:11 Lightning Questions41:51 Three TakeawaysEpisode References:
YETI | Corporate SiteGinny Golden | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Rei answers questions about hiring in the creative industry with guest Roy Husada. This AMA segment dives into challenges that small studios face when competing with big agencies and tech companies for talent, the importance of codifying a company’s operational principles, and practical tips such as the strategic use of in-house recruiters who understand the company’s DNA.
Roy Husada comes on our show with questions as Founder & Managing Director at Rival Schools Japan, a creative agency specializing in brand localization for the Japanese market.
Episode References:
Rival Schools Japan | Corporate SiteRoy Husada | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Is the decline of elitism of creativity inevitable? as read by Simon Osmont.
The Intersection is Rei’s weekly newsletter that explores what the future holds at the intersection of creativity and technology. Subscribe to The Intersection to receive his latest editions directly in your inbox.
Episode References:
The Cult of Productivity | ArticleRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Offending someone by not taking the time to understand their culture can be unintentional but impactful.
Rei dives deeper into the critical imperatives of diversity, equity, and inclusion (DEI) practices with Darren Wesley Martin Jr. and Dr. Rubina Malik from Bold Culture. Together, they talk about detailed lessons gleaned from a firsthand collaboration between I&CO and Bold Culture, shedding light on the blind spots that hinder fostering inclusive workplaces. From unintentional offenses to impactful consequences, the discussion underscores the importance of grace, education, and open dialogue in addressing biases.
Founded by Darren Martin Jr, Ahmad Barber and their independent parent company Streamlined Media & Communications (SMC) in 2016, Bold Culture was born as a response to the slew of culturally uninformed marketing messages being put out by brands and their agencies, and the apparent lack of representation and inclusion in the offices of the communication and tech industry at all levels.
Bold Culture is inspired by the necessity of diversity and inclusion in the communications-tech ecosystem. How brands communicate with their consumers, how they build their products, how their products are perceived and used, are all connected to diversity, equity and inclusion. That is why Bold Culture is within the intersection of developing inclusive workplaces and ensuring inclusive marketing messages are authentically delivered.
Timestamps:
0:00:00 Intro0:01:20 Discussion on the specific example of cultural context in a video series0:03:41 Importance of considering styling, setting, and storytelling in representation0:05:16 Impact of harmful advertisements and the need for immediate action0:06:31 Addressing blind spots and biases in the workplace0:08:30 Common blind spots and pitfalls in diversity, equity, and inclusion0:09:35 Importance of education and grace in addressing biases0:11:16 Blind spots related to assumptions and cultural understanding0:12:49 Personal experience with a DEI officer's assumption about Ramadan0:13:16 Reflecting on how to address the situation with education and empowerment0:13:16 Diversity encompasses race, gender, ability, sexuality, and socioeconomic status.0:13:49 It is disrespectful to represent women in a stereotypical way. Education on the history of women globally is necessary.0:14:36 Calling in and calling out are two approaches to addressing bias and microaggressions.0:15:18 Calling in allows for self-correction, while calling out is a more direct approach to stopping harmful language.0:16:19 It is important to challenge harmful language and educate others about diversity.0:17:06 Offending someone by not taking the time to understand their culture can be unintentional but impactful.0:18:11 The post-affirmative action era raises concerns about future college admissions for minority students.0:19:21 Offense can be taken when assumptions are made about cultural practices. Taking an extra step to understand can make a big difference.0:20:02 It is everyone's responsibility to avoid assumptions and take the time to understand different cultures.0:22:02 Small actions can contribute to creating inclusive and equitable communication.Episode References:
Bold Culture | Corporate SiteDarren Martin Jr. | LinkedInDr. Rubina Malik | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Understanding DEIB requires recognizing subtle nuances beyond the surface, including socioeconomic and cultural backgrounds not immediately visible to the human eye.
On this week’s episode, we welcome Darren Wesley Martin Jr. and Dr. Rubina Malik from Bold Culture to hear about the intricate relationship between the visibility of diversity, tangible actions for equitable workplaces, and the cultural shifts post-George Floyd. The discussion dives deep into the distinction between equality and equity, how biases cloud corporate spaces, and the proactive paths companies can venture toward inclusion.
Founded by Darren Martin Jr, Ahmad Barber and their independent parent company Streamlined Media & Communications (SMC) in 2016, Bold Culture was born as a response to the slew of culturally uninformed marketing messages being put out by brands and their agencies, and the apparent lack of representation and inclusion in the offices of the communication and tech industry at all levels.
Bold Culture is inspired by the necessity of diversity and inclusion in the communications-tech ecosystem. How brands communicate with their consumers, how they build their products, how their products are perceived and used, are all connected to diversity, equity and inclusion. That is why Bold Culture is within the intersection of developing inclusive workplaces and ensuring inclusive marketing messages are authentically delivered.
Timestamps:
0:00:00 Intro0:02:12 Definition of DEI: diversity, equity, inclusion, and belonging0:03:49 Importance of equity in creating equal opportunities0:05:59 DEI and B require action, not just conversation0:07:53 Difference between equality and equity0:09:29 Examples of equity in the corporate and educational world0:11:54 Tangible examples of how Bold Culture helps companies provide equity0:13:44 Recap and conclusion of the conversation0:13:28 Darren Wesley Martin Jr. discusses the challenges of getting paid in the creative industry for diverse influencers0:16:03 Rei Inamoto asks about the backlash against diversity, equity, and inclusion (DEI) initiatives in the corporate space0:18:15 Darren Wesley Martin Jr. explains the reasons for the DEI backlash and the importance of companies being transparent about their efforts0:20:14 Darren Wesley Martin Jr. suggests implementing competency-based hiring and diverse hiring committees to increase diversity and equity in the workplace0:22:45 Three takeawaysEpisode References:
Bold Culture | Corporate SiteDarren Martin Jr. | LinkedInDr. Rubina Malik | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Uncharted territories are intimidating, but being the first to step out and take risks could help your brand set yourself apart.
On this week’s episode, we welcome back Greg Hoffman, former CMO of Nike, to hear about the role of risk-taking in fostering Nike’s pioneering brand ethos and how companies and brands can take risks while staying authentic and true to company values. Drawing inspiration from the world of sports, Greg highlights the Brazilian national football team as a compelling example of not just prioritizing the victory, but the ‘how’ behind the win.
Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.
For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.
Timestamps:
0:00:00 Intro0:00:10 Greg Hoffman's background at Nike0:01:00 Taking risks as a leader and brand0:03:33 Greg's personal risk of choosing marketing over design0:04:08 Failure as a step towards success0:06:23 Taking risks with concepts and projects0:08:20 Incentivizing risk-taking and creativity0:09:56 Going first and creating a revolution in the industry0:11:19 Carving out time and space for parallel ideas0:12:47 Brazil national team as an example of risk-taking0:14:11 Greg's childhood admiration for Brazilian football0:15:41 Brazil's focus on playing the game beautifully0:15:41 Brazil's success belongs to the people as well as the team.0:16:26 The story of the photo shoot with the Brazilian national team and the fans.0:17:22 Open scrimmage and training session with the Brazil team.0:18:41 Fans storm the field during the training session.0:19:26 The connection between Brazilian athletes and the people.0:20:04 Including the fans in the Brazil World Tour campaign.0:21:21 Creating an emotional connection through human characteristics.0:21:47 Capturing the fans was not initially part of the plan.0:22:13 Being resourceful and adjusting on the fly.0:22:40 The authenticity of capturing the fans organically.0:23:46 Authenticity is paramount in building a resonating brand.0:25:14 Revealing different aspects of brand personality over time.0:25:56 The risks and backlashes considered in the "Dream Crazy" campaign.0:26:10 Building on previous campaigns to challenge the status quo.0:27:36 Using the 30th anniversary of "Just Do It" to inspire and challenge.0:28:35 The personal connection between Greg and Colin Kaepernick.0:29:21 The importance of authenticity and amplifying athlete voices.0:30:00 The personal and professional connection in the room during the campaign.0:30:39 Telling a story authentically and reaching the most people.0:31:17 The importance of objectivity in creative work0:31:57 Bringing out work that is never forgotten0:32:33 Lightning questions0:35:33 Three takeawaysEpisode References:
Emotion by Design | Greg's Bestselling BookThe Modern Arena | Corporate SiteGreg Hoffman | InstagramRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Innovation doesn’t spring up by chance but at intersections of different factors such as cultures, disciplines, and points of view.
On this week’s episode, we welcome Greg Hoffman, former CMO of Nike, to hear how he made his way up from design intern at Nike, Nike’s most iconic campaigns across his 27-year career, and links between creativity and leadership. Beyond a professional narrative, Greg also unravels emotional experiences and his journey from youth to rediscovery and connection with his birth family.
Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.
For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.
Timestamps:
00:00:00 Intro00:03:31 Greg’s background and rise to a leadership role at Nike0:08:13 Designing the Nike Shox logo0:10:08 Going back to the first logo design after exploring 80 different versions0:13:28 The importance of diverse voices and perspectives in decision-making0:14:09 The success of the Nike Shox launch and its disruptive nature0:20:07 Reflecting on impactful work in football marketing0:21:58 Personal and professional challenges as a minority0:23:47 Leveraging early life experiences for empathy and inclusivity0:26:06 Lack of diversity in marketing, design, and advertising industries0:28:28 Adoption and the recent ability to discuss experiences openly0:30:11 Nature vs. nurture and unlocking hidden talents in leadership roles0:34:55 Emotional impact of discovering biological family ties0:43:30 An eclectic family and how Innovation happens at intersections0:48:06 Inspiration drives creativity and curiosity drives inspiration0:51:40 Three takeawaysEpisode References:
Emotion by Design | Greg's Bestselling BookThe Modern Arena | Corporate SiteGreg Hoffman | InstagramRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Rei shares his views on what the future holds for design agencies amid the rapid ascent of AI. He explores the essential mindsets designers should adopt in their collaboration with AI, draws on concrete examples illustrating the gradual integration of technology over time, and uncovers the potential for AI to serve as a catalyst for elevating creative output.
Kaz Tamai comes on our show with questions as Co-founder and CEO of Zypsy, an award-winning design and investment firm for startups in San Francisco.
Episode References:
Kaz Tamai | LinkedInZypsy | Corporate SiteRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Four steps for building our personal brands as designers, as read by Simon Osmont.
The Intersection is Rei’s weekly newsletter that explores what the future holds at the intersection of creativity and technology.
Episode References:
Branding You | ArticleRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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