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The Hook by Richard Krevolin

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CHAPTER 5Your Brand DNA

God made humans because God loves stories.

—Chassidic proverb

Your story must be in line with your Brand DNA or it will be working against you. So really, what is Brand DNA?

The letters “DNA” are an acronym for deoxyribonucleic acid, which contains the core biological information that makes one species different from another. It is the hereditary material in humans and almost all other organisms. Nearly every cell in a person’s body has the same DNA structure and, essentially, it is that which makes you you, and similar to, but still different from, other people.

When designing a project, the gifted architect Mark Knauer explores Brand DNA “Differences, Nature, and Attributes.” In application to creating a brand narrative, ...

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