| name | Greg Hoffman: Brand Mastery |
| description | Builds institutional-grade brand architecture using Greg Hoffman's 27-year Nike-Global-CMO methodology — emotional architecture, big-budget campaign design, creative culture engineering, and the taste-development discipline that distinguishes iconic brands from competent ones. Use when designing a full brand campaign with cohesive emotional throughline, building creative-culture inside an in-house team (not freelance/agency), developing institutional taste over years rather than launches, or pitching enterprise-level brand work where Nike/Apple-tier reference is the bar. Trigger proactively whenever the user says "Nike-level", "iconic campaign", "creative culture", "brand campaign architecture", "develop my team's taste", or works on a brand with 8-9 figure marketing budget. For personal-brand mechanics use seth-godin-brand; for cult/magnetism on a smaller scale use erica-mallet-brand-magnetism; for messaging clarity at the cognitive-load layer use donald-miller-cognitive-load. |
| version | 1.0 |
| format | completion-engine |
| workflows | 5 |
Greg Hoffman: Brand Mastery
The complete operational system behind Nike's 27-year creative dominance — emotional brand architecture, insight-driven storytelling, multi-layer campaign design, creative culture engineering, and taste development as competitive moat. Extracted from Greg Hoffman, former Global CMO of Nike and author of Emotion by Design.
What Makes This Unique
Hoffman doesn't theorize about brands — he built one of the most iconic brands in human history from the inside. This skill captures the institutional operating system of brand building at scale: the Self-Reflection Brand Question, the Seen→Felt→Proven maturity arc, the Overground/On-the-Ground/Underground campaign framework, the 4-Shot Innovation Offense, and the conviction that taste — not algorithms — will define winners in the AI era.
Key differentiator from other brand skills: Alex Copper covers creative strategy. Erica Mallet covers brand magnetism. Oren covers taste development. Hoffman uniquely covers how all of these operate together inside an institution over decades — the creative culture, the permission structures, the innovation pipeline, and the emotional architecture that makes products become psychological uniforms.
Available Workflows
| # | Workflow | Produces | Use When |
|---|
| 01 | Brand Arena Builder | Complete brand foundation (Seen→Felt→Proven audit, Functional Purity, Brand Franchises) | Starting a new brand, repositioning, or auditing personal brand foundations |
| 02 | Campaign Architecture Engine | Multi-dimensional campaign plan with Emotional Specificity Engine + insight-driven storytelling | Planning any campaign, content strategy, or launch — for self or clients |
| 03 | Creative Culture Diagnostic | Innovation capacity assessment + prescriptions across 5 dimensions | When creative output feels stale, mediocre, or template-driven |
| 04 | Emotional Value Architect | Product/offer emotional positioning with Edition-Based Storytelling and Club architecture | Launching products, designing offers, building community |
| 05 | Taste Development System | Personalized taste-training plan with immersion, proximity, and curiosity systems | Personal brand elevation, creative skill development, team taste training |
Quick Reference
Expert Stacking Guide
| Hoffman Framework | Stacks With | Combined Capability |
|---|
| Self-Reflection Question | Dai Media Consumer Posture | Identity-architecture mapping consumer aspirations |
| Seen → Felt → Proven | Erica Mallet Brand Magnetism | Full-stack brand maturity diagnostics |
| Overground/Ground/Underground | Kallaway Revenue Ramps | Multi-layer campaign with revenue attribution |
| Innovation Transference | Oren Creative Direction | Cross-domain creativity with taste filtering |
| Contrary Truth Filter | Harry Dry Copywriting | Copy that reveals insider truths, not features |
| Brand as Club | Lara Acosta LinkedIn | Community-to-revenue pipeline with membership promise |
Execution Prompts (structure-pure v2)
5 deterministic practitioner prompts — each carries an Output Contract, Output Skeleton, and Quality Gate. When a deliverable matches one, Read it and honor its contract instead of improvising the output shape.
- Greg Hoffman — Brand Arena Document —
skills/greg-hoffman-brand-mastery/references/prompts-v2/brand-arena-document.md
- Greg Hoffman — Campaign Architecture Plan —
skills/greg-hoffman-brand-mastery/references/prompts-v2/campaign-architecture-plan.md
- Greg Hoffman — Creative Culture Diagnostic —
skills/greg-hoffman-brand-mastery/references/prompts-v2/creative-culture-diagnostic.md
- Greg Hoffman — Emotional Value Architecture —
skills/greg-hoffman-brand-mastery/references/prompts-v2/emotional-value-architecture.md
- Greg Hoffman — Taste Development Plan —
skills/greg-hoffman-brand-mastery/references/prompts-v2/taste-development-plan.md
