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  "path": "/case-studies/retail/the-new-hype-playbook-from-drops-to-stories-stone-island-bape-the-north-face/",
  "publishedAt": "2026-05-11T04:30:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "Hype is often misunderstood as fleeting or superficial, but it’s ultimately about getting consumers excited and offers brands a powerful means to cut through noise and capture attention. With shoppers tiring of viral marketing stunts, however, brands need a new playbook that can deliver sustained cultural momentum.",
  "title": "Case Study | The New Hype Playbook: From Drops to Stories"
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