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Brand Culture Masterclass

"Cultivating an Innovative Business Culture to Create Powerful Emotional Connections with your Customers"


with Greg Hoffman
20 years being CMO at Nike

 2950€+VAT | 27 & 28 March 2024 | Lisbon, Portugal

Hoffman led teams in shaping and expressing Nike’s brand voice and identity through storytelling and experiences around the world.

Greg oversaw Nike's brand communications and experiences as Nike was solidifying its position as one of the preeminent brand storytellers of the modern era and the leading innovator in digital and physical brand experiences.

His role in the rise marketing and design through that period was recognized in 2015 when Fast Company named Hoffman one of the Most Creative People in Business.

He's also been recognized for his transformative leadership in the industry through the Business Insider's 50 Most Innovative CMO's and AdAge's Power Players annuals lists.

Greg's two-decade tenure at Nike drove equality, sustainability, and empowerment through sport in their most significant brand communications. He now advises Fortune 1000 brands and teaches branding at the University of Oregon's Lundquist College of Business.

Greg will be in Portugal to do a 2-day in-person training called “Brand Culture Masterclass - Cultivating an Innovative Business Culture to Create Powerful Emotional Connections with your Customers”, a unique approach focused on developing an innovative business culture that excels at establishing deep emotional bonds with their audiences. Participants will be immersed in exploring eight key leadership characteristics, each associated with guiding principles. Through lectures, Nike case studies, and working sessions, attendees will gain actionable insights to enhance their brand's emotional resonance.

Empathetic: See What Others See, Find What Others Don't

How to go beyond simple observations and assumptions to get to deeper insights and truths that lead to meaningful and inspiring products and stories.

Curious: Get Outside Yourself

How to create a culture of curiosity to fuel your innovation through external inspiration.


Risk-Taker: Never Play It Safe, Play to Win

How to build a culture of risk-taking in service of the customer. How can you seek to take your customer someplace new without distracting from your business objectives of the day.

Memorable: Dare to Be Remembered

How to define the dimensions and tones of your brand personality and express that through your brand voice and identity.

Collaboration: Creativity is a Team Sport

How to forge creative chemistry across the enterprise of your company.

Authentic: Don’t Chase Cool

How to build a brand that is influential in culture while staying true to who you are as a company.

Visionary: Spark a Movement

How to transcend what your product does by inviting your customers to be a part of something bigger than themselves. A journey of progression and transformation. (Just Do It)

Courageous: Leave a Legacy, Not Just a Memory

How to deliver social impact at scale by connecting what you sell (your purpose and promise) to what the world needs.

12, 13 & 14 March 2024
Lisbon, Portugal

Support Inquiries
António Ferreira
+351 914 793 351


3 day training with Matthew Luhn
Brand Storytelling Workbook
Lunch, coffee-breaks and dinner included
Sunset Experience bbq
Signed Certificate
Meet & Greet with Matthew Luhn - day before


João Machado - Program Advisor
Director of Brand at Galp


Paula Arriscado - Program Advisor
Corporate Division Director of Brand
at Group Salvador Caetano

Our Clients

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