Former Nike CMO Greg Hoffman on His Book and Building Relatable Branding

Greg Hoffman, the former Nike Chief Marketing Officer and the founder of the brand advisory group Modern Arena, joined Cheddar News to talk about his new book "Emotion By Design: Creative Leadership Lessons From a Life at Nike." The book talks about his high-profile career at the sportswear giant and lessons in branding that came from his time there. "A brand's personality is like a mosaic," he said. "There are so many unique characteristics and traits that you need to express to the world, and to come across as a human brand today, you need to make sure that you're relatable."