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THE POWER OF THE “HOOK”

All great characters, stories and brands have hooks – elements that are repetitive, catchy and memorable. It’s the hooks. Hooks make pop-songs pop. They make jingles nostalgic. They make characters come to life. And they make brands stand out and be remarkable.

A hook is crafted. It’s distilled, packaged and refined over time. Brands like Starbucks, Nike and Apple weren’t built overnight. They were invested in, tweaked and massaged until the hooks rang out as clear as day.