100 Days is an annual project at New York City’s School of Visual Arts founded by Michael Bierut. Each year, the students of the school’s Master’s in Branding Program spend 100 days documenting their process with a chosen creative endeavor.

In “Branded Hooks,” Andrew Krantz bridges the gap between fly fishing and branding by examining a fishing story, lesson, or memory and distilling it into a valuable branding insight. By uncovering the similarities between the two unrelated realms, Andrew seeks to demonstrate that lessons can be unearthed from unexpected sources.

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