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  "path": "/events/retail/bof-professional-masterclass-the-new-hype-playbook-from-drops-to-stories/",
  "publishedAt": "2026-05-11T04:30:00.000Z",
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  "textContent": "Join us for our next BoF Professional Masterclass on Wednesday, May 20, at 17:00 BST / 12:00 EDT as case study author Lei Takanashi and a panel of experts exploring how brands cultivate hype through community-based storytelling, the role of  hero products, and intimate retail experiences that turn customers into believers.",
  "title": "BoF Professional Masterclass | The New Hype Playbook: From Drops to Stories"
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