HeartHook is a University of Pittsburgh supplier that offers brand consulting services with a particular focus on educating leaders and their teams about the art and science of branding. HeartHook uses insights from consumer and evolutionary psychology, philosophy, sociology and business strategy, to help leaders and their teams gain a better appreciation for what a brand is and what their roles are as advocates.
HeartHook identifies as diverse as both founders are from Venezuela, and the company currently and its founders currently reside in Scottsdale, AZ.
Co-founders Frank Salls and Romulo Martinez started HeartHook in 2012. Salls and Martinez met as marketing consultants working at Verizon and initially bonded over a shared country of origin, Venezuela, which quickly blossomed into a deep, lifelong friendship and the start of HeartHook. The two co-founders note that “Their contrasting characteristics—one methodical, the other spontaneous; one a steadfast introvert, the other a vibrant extrovert—nurture their passion for their work and perpetual curiosity for what could be possible. This dynamic interplay between their traits defines their partnership and drives the creative force central to HeartHook's ethos.”
When asked what inspired them to start their business, Frank said that his first business venture was a marketing agency he started with colleagues. While the business did survive past its first year, the experience gave Frank the opportunity to analyze the reasons for the failed venture and from the lessons learned he was able to create a unique brand development method. Salls believed strongly in his newfound approach, lending him the motivation to quit his job at a Fortune 500 company and found HeartHook.
Frank notes, “For over a decade, we have successfully implemented our process within our own company and have been fortunate to work with many for-profit and non-profit organizations. B2C and B2B. From the Fortu
ne 500 to the Fortune 15 million. It has been a dream come true.”
From the friendship and work ethic that produced HeartHook, the two founders say their purpose has always remained the same: To help leaders develop brands worthy of hearts and wallets.
Since launching, HeartHook has pivoted from being a full-service agency, aiming to enhance brands from the outside, to a consultancy focused on boosting the know-how and synergy of internal teams, filling in whenever there is a gap in capabilities.
Frank and Romulo say that this approach has proven to be significantly more impactful, fostering a more profound sense of ownership and commitment to the brand's success.
Using this method of success, Hearthook has collaborated with Athletics at Pitt. Hearthook helped explore and better define Athletics’ brand’s significance, how to serve their ideal audiences better, and how Athletics can ensure they meet the Pitt branding standard across all their initiatives.
Not only has HeartHook helped serve the Pitt community, but prior to the pandemic, they also used to volunteer educational keynotes for non-profit business organizations such as The Arizona Hispanic Chamber of Commerce, Valley Leadership, One Community and Local First Arizona. Showing the value they place in sharing their resources and methods with others.
Salls and Martinez have a great story, a unique brand development method, and a strong purpose that shows through their top-notch service!
