{"id":2746,"date":"2022-08-30T14:55:51","date_gmt":"2022-08-30T14:55:51","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/?p=2746"},"modified":"2022-09-02T17:13:37","modified_gmt":"2022-09-02T17:13:37","slug":"break-me-off-a-piece-of-that-creative-gold","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/break-me-off-a-piece-of-that-creative-gold\/","title":{"rendered":"Break me off a piece of that creative gold"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2746\" class=\"elementor elementor-2746\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-251d263 e-flex e-con-boxed e-con e-parent\" data-id=\"251d263\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-70b1fad e-con-full e-flex e-con e-parent\" data-id=\"70b1fad\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-61fb906 elementor-widget elementor-widget-image\" data-id=\"61fb906\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 25-04-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1108\" height=\"994\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/title-image.png\" class=\"attachment-full size-full wp-image-2848\" alt=\"Break me off a piece of that creative gold\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/title-image.png 1108w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/title-image-300x269.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/title-image-1024x919.png 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/title-image-768x689.png 768w\" sizes=\"(max-width: 1108px) 100vw, 1108px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d4a6f8e e-flex e-con-boxed e-con e-parent\" data-id=\"d4a6f8e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-cd81058 e-con-full e-flex e-con e-parent\" data-id=\"cd81058\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-64217a7 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"64217a7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"634\" height=\"50\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline1L.png\" class=\"attachment-full size-full wp-image-2984\" alt=\"The year is 1986.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline1L.png 634w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline1L-300x24.png 300w\" sizes=\"(max-width: 634px) 100vw, 634px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1aab208 elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"1aab208\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"953\" height=\"83\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline1-e1661894200425.png\" class=\"attachment-full size-full wp-image-2887\" alt=\"The year is 1986.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline1-e1661894200425.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline1-e1661894200425-300x26.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline1-e1661894200425-768x67.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e0102a elementor-widget elementor-widget-text-editor\" data-id=\"8e0102a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 25-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Prince, Madonna and Run-D.M.C. ruled the airwaves. The Space Shuttle Challenger exploded and so did a reactor at the Chernobyl Nuclear Power Plant. It would be another three years until the Berlin Wall came down, the U.S.S.R. was still a thing and Ronald Reagan was selling weapons to Iran. In short, <strong>it was not the ideal advertising climate for a candy bar jingle.<\/strong><\/p><p>Yet the marketing minds over at Doyle Dane Bernbach (DDB) were convinced that it was the right strategy for the Kit Kat bar, a crispy, chocolatey wafer confection manufactured by their client The Hershey Company. In fact, they had already invested a significant amount of money recording demos with leading artists.<\/p><p>But as anyone in advertising knows, clients like options. So DDB enlisted a junior copywriter, Ken Shuldman, and a freelance composer, Michael A. Levine, to put together an option that Hershey\u2019s could reject (and therefore, wholeheartedly embrace the expensive, agency-endorsed jingle). Shuldman wrote down a few lyrics for Levine, who reportedly worked out the tune on a short elevator ride, and they put it in front of the client.<\/p><p>That\u2019s where things started to get interesting. Because the client loved it. The agency agreed to put both jingles through testing. The \u201cthrowaway\u201d won. Unconvinced, DDB put them through testing again. Only this time, it performed even better. And in 1986, the campaign went to market. Maybe you\u2019ve heard of it? Gimme a break, gimme a break, break me off a piece of that Kit Kat bar.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bf8ebd4 e-con-full e-flex e-con e-parent\" data-id=\"bf8ebd4\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a1ccd3b elementor-widget elementor-widget-image\" data-id=\"a1ccd3b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"83\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline2.png\" class=\"attachment-full size-full wp-image-2888\" alt=\"Focus on the Feeling.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline2.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline2-300x26.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline2-768x67.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b3fc15 elementor-widget elementor-widget-text-editor\" data-id=\"5b3fc15\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Emotions play a leading role in decision making<\/strong>. Did you notice that the Kit Kat jingle doesn\u2019t list off a collection of factual attributes? Nowhere does it say Kit Kat could be considered the healthiest candy bar in the market (being mostly made up of wafer, <br \/>air and 100% sustainable cocoa) even though it\u2019s a key differentiator.\u00a0<\/p><p>While insights like these are critical to informing the creative process, they aren\u2019t always best served in the ad itself. The true success of Kit Kat\u2019s jingle comes from its creators<strong> thinking as consumers<\/strong>. Pressed for time, they trusted their first instinct, leading with emotion and thinking fast, not slow (or as we learned earlier, \u201cSystem 1.\u201d) in 1986, \u201cGimme A Break\u201d was what Americans needed, not despite the tumult of current events but because of them. The underdog duo\u2019s creative idea connected with consumers\u2019 emotions. And that emotional connection paid off, skyrocketing revenue, and building decades of brand equity. Hershey\u2019s even had to build a whole new Kit Kat factory because of the campaign\u2019s success.\u00a0<\/p><p>The ability to generate creative work that sparks an emotional response from consumers is a magical process that stems from talent, experience, and intuition. But luckily for us marketing folk who don\u2019t have the design gift, Leap Group\u2019s creative team is sharing a few tricks they use to make creative gold.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-640bb75 elementor-widget elementor-widget-image\" data-id=\"640bb75\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"549\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/quote1-1024x549.webp\" class=\"attachment-large size-large wp-image-2800\" alt=\"When individuals have a positive emotional association with a brand, they are 8.4 times more likely to trust the company and 7.1 times more likely to purchase more. (Forbes)\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/quote1-1024x549.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/quote1-300x161.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/quote1-768x412.webp 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/quote1-1536x823.webp 1536w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/quote1.webp 1584w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e32c38e e-flex e-con-boxed e-con e-parent\" data-id=\"e32c38e\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-d644ba9 e-flex e-con-boxed e-con e-parent\" data-id=\"d644ba9\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c40d505 e-con-full e-flex e-con e-parent\" data-id=\"c40d505\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3550ebe elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"3550ebe\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"42\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline3L.png\" class=\"attachment-full size-full wp-image-2989\" alt=\"Match a Motivator.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline3L.png 730w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline3L-300x17.png 300w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27a9c40 elementor-widget-mobile__width-initial elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"27a9c40\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"83\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline3.png\" class=\"attachment-full size-full wp-image-2889\" alt=\"Match a Motivator.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline3.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline3-300x26.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline3-768x67.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0914c8b elementor-widget elementor-widget-text-editor\" data-id=\"0914c8b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u00a0In a brand connection study printed in Harvard Business Review, the research firm Motista found there are over 300 emotional motivators that drive consumer behavior. Often these emotional motivators are unspoken, personal, and sensitive needs, ranging from the desire to feel a sense of belonging, to succeed in life, or to feel secure.\u00a0<\/p><p>Emotional motivators, when chosen strategically and empathetically, can be leveraged to create deep connections with consumers. To build trust and foster authentic human connection you must meet a consumer\u2019s emotional needs, not exploit them. That\u2019s why it\u2019s vital for brands to choose an emotional motivator to inform their creative that aligns with existing brand values or product offering.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-147e5b7 elementor-hidden-desktop elementor-hidden-tablet e-flex e-con-boxed e-con e-parent\" data-id=\"147e5b7\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7028397 e-con-full e-flex e-con e-parent\" data-id=\"7028397\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e39e630 elementor-widget elementor-widget-image\" data-id=\"e39e630\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"298\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-1024x298.webp\" class=\"attachment-large size-large wp-image-2950\" alt=\"Fully (emotionally) connected consumers are 52% more valuable, on average, than those who are just highly satisfied\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-1024x298.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-300x87.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-768x223.webp 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1.webp 1476w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b497a45 e-con-full e-flex e-con e-parent\" data-id=\"b497a45\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7246fec elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"7246fec\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"44\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline4L.png\" class=\"attachment-full size-full wp-image-2990\" alt=\"See What \u201cSticks.\u201d\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline4L.png 713w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline4L-300x19.png 300w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c302b1f elementor-widget-mobile__width-initial elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"c302b1f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"83\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline4.png\" class=\"attachment-full size-full wp-image-2890\" alt=\"See What \u201cSticks.\u201d\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline4.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline4-300x26.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline4-768x67.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-adff8e0 elementor-widget elementor-widget-text-editor\" data-id=\"adff8e0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Do you find the Kit Kat jingle still playing in your head? That\u2019s because the idea behind its lyrics is \u201cstickier\u201d than the candy itself.<\/p><p>Inspired by Chip and Dan Heath\u2019s book Made to Stick: Why Some Ideas Survive and Others Die, LEAP uses the six \u201csticky\u201d principles to gut check and find the ones that are the most understandable, memorable, and effective in changing thought or behavior.<\/p><p>At Leap Group, our creative team often reminds us, \u201cgreat ideas are simple enough to fit on a post-it note but never shut the f!@k up.\u201d These ideas usually line up with four or more of Chip and Dan\u2019s six principles of stickiness: simplicity, unexpectedness, concreteness, credibility, emotions, and stories.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6ab46f4 e-flex e-con-boxed e-con e-parent\" data-id=\"6ab46f4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-73b131a e-con-full elementor-hidden-mobile e-flex e-con e-parent\" data-id=\"73b131a\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e138573 elementor-widget elementor-widget-image\" data-id=\"e138573\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1476\" height=\"429\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1.webp\" class=\"attachment-full size-full wp-image-2950\" alt=\"Fully (emotionally) connected consumers are 52% more valuable, on average, than those who are just highly satisfied\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1.webp 1476w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-300x87.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-1024x298.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-1-768x223.webp 768w\" sizes=\"(max-width: 1476px) 100vw, 1476px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9d29452 e-con-full e-flex e-con e-parent\" data-id=\"9d29452\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2bb0061 elementor-widget elementor-widget-image\" data-id=\"2bb0061\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1326\" height=\"540\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-2.webp\" class=\"attachment-full size-full wp-image-2951\" alt=\"&quot;Sticky&quot; ideas are understood and remembered, providing a lasting impact that can change your audience&#039;s opinions or behavior.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-2.webp 1326w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-2-300x122.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-2-1024x417.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-2-768x313.webp 768w\" sizes=\"(max-width: 1326px) 100vw, 1326px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8ef1ef4 e-flex e-con-boxed e-con e-parent\" data-id=\"8ef1ef4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4a94c84 e-con-full e-flex e-con e-parent\" data-id=\"4a94c84\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fe6f8d1 elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"fe6f8d1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"109\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline5L.png\" class=\"attachment-full size-full wp-image-2991\" alt=\"Try an Advertising Archetype.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline5L.png 724w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline5L-300x45.png 300w\" sizes=\"(max-width: 724px) 100vw, 724px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-989edec elementor-widget-mobile__width-initial elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"989edec\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"142\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline5.png\" class=\"attachment-full size-full wp-image-2891\" alt=\"Try an Advertising Archetype.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline5.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline5-300x45.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline5-768x114.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3627b71 e-flex e-con-boxed e-con e-parent\" data-id=\"3627b71\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-07d7db9 e-con-full e-flex e-con e-parent\" data-id=\"07d7db9\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f4f910f elementor-widget elementor-widget-text-editor\" data-id=\"f4f910f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The new Kit Kat jingle didn\u2019t have to veer too far from the successful tagline that predated it for 28 years, \u201cHave a break, Have a Kit Kat\u201d to breathe new life into the brand. And you don\u2019t have to come up with a completely-from-scratch idea to create outstanding work either. <\/p><p>In a research study, The Fundamental Templates of Quality Ads, Goldenburg, Mazursky and Solomon found that there are six archetypes (or templates) represented in more than 89% of award-winning and effective advertisements.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-65c73e3 e-con-full e-flex e-con e-parent\" data-id=\"65c73e3\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0d07cd3 elementor-widget elementor-widget-image\" data-id=\"0d07cd3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"399\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-3-1024x399.webp\" class=\"attachment-large size-large wp-image-2952\" alt=\"Even if people see multiple ads using the same advertising archetype, the perceived originality of each ad remains high, according to research.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-3-1024x399.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-3-300x117.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-3-768x299.webp 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-3.webp 1386w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6c4b340 elementor-widget elementor-widget-text-editor\" data-id=\"6c4b340\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>They are: Extreme Consequences, Pictorial Analogy, Extreme Situations, Competition, Interactive Experiments, Dimensional Alteration.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b6c8058 e-flex e-con-boxed e-con e-parent\" data-id=\"b6c8058\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e645e7e elementor-widget elementor-widget-heading\" data-id=\"e645e7e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 25-04-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Gimmie a Break<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7c685f elementor-widget elementor-widget-text-editor\" data-id=\"d7c685f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Time to think as your consumer. What&#8217;s your emotional motivator? Root yourself in empathy as you think about how you can use this motivator in your creative output.&nbsp;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26b893a elementor-widget elementor-widget-text-editor\" data-id=\"26b893a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>These are the top 10 most common or high-impact emotional motivators:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4489f0e elementor-widget elementor-widget-heading\" data-id=\"4489f0e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. Stand out from the crowd<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-494a1e5 elementor-widget elementor-widget-text-editor\" data-id=\"494a1e5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Project a unique social identity; be seen as special<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26a47fd elementor-widget elementor-widget-heading\" data-id=\"26a47fd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Have confidence in the future<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ff2611 elementor-widget elementor-widget-text-editor\" data-id=\"3ff2611\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Perceive the future as better than the past; have <br \/>a positive mental picture of what\u2019s to come<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f55a2ae elementor-widget elementor-widget-heading\" data-id=\"f55a2ae\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. Enjoy a sense of well-being<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bbc7903 elementor-widget elementor-widget-text-editor\" data-id=\"bbc7903\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f8076e elementor-widget elementor-widget-heading\" data-id=\"3f8076e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. Feel a sense of freedom<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae6b50b elementor-widget elementor-widget-text-editor\" data-id=\"ae6b50b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Act independently, without obligations <br \/>or restrictions<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ced0046 elementor-widget elementor-widget-heading\" data-id=\"ced0046\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5. Feel a sense of thrill<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6a2394 elementor-widget elementor-widget-text-editor\" data-id=\"f6a2394\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ce14ec elementor-widget elementor-widget-heading\" data-id=\"3ce14ec\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">6. Feel a sense of belonging<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-776b1f3 elementor-widget elementor-widget-text-editor\" data-id=\"776b1f3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Have an affiliation with people they relate to <br \/>or aspire to be like; feel part of a group<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b17534 elementor-widget elementor-widget-heading\" data-id=\"2b17534\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">7. Protect the environment<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d180c3 elementor-widget elementor-widget-text-editor\" data-id=\"2d180c3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Sustain the belief that the environment is sacred; take action to improve their surroundings<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83595cb elementor-widget elementor-widget-heading\" data-id=\"83595cb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">8. Be the person I want to be<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ea74ce elementor-widget elementor-widget-text-editor\" data-id=\"5ea74ce\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Fulfill a desire for ongoing self-improvement; live <br \/>up to their ideal self-image<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7bd55 elementor-widget elementor-widget-heading\" data-id=\"1a7bd55\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">9. Feel secure<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3268ae elementor-widget elementor-widget-text-editor\" data-id=\"c3268ae\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Believe that what they have today will be there tomorrow; pursue goals and dreams without worry<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b8f1ac elementor-widget elementor-widget-heading\" data-id=\"6b8f1ac\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">10. Succeed in life<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0b8c6c elementor-widget elementor-widget-text-editor\" data-id=\"b0b8c6c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-671a3ae e-flex e-con-boxed e-con e-parent\" data-id=\"671a3ae\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ef8660 elementor-widget elementor-widget-heading\" data-id=\"3ef8660\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Gimmie a Break<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffbb067 elementor-widget elementor-widget-text-editor\" data-id=\"ffbb067\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Take a break from reading to think about an upcoming marketing campaign, product, or new program you\u2019re planning to launch. Do your messaging or product <br \/>attributes hold up across the six sticky principles?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-060a359 elementor-widget elementor-widget-text-editor\" data-id=\"060a359\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Take a break from reading to think about an upcoming marketing campaign, product, or new program you\u2019re planning to launch. Do your messaging or product <br \/>attributes hold up across the six sticky principles?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6f6e6ff e-flex e-con-boxed e-con e-parent\" data-id=\"6f6e6ff\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-909e034 e-con-full e-flex e-con e-parent\" data-id=\"909e034\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-be04b47 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"be04b47\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/css\/custom-widget-icon-list.min.css?ver=1706561252\">\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Simple: <span>What\u2019s the essential core of the idea? <\/span><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Unexpected: <span>Does it grab people\u2019s attention?<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Concrete: <span>Is the idea clear? Abstract?<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-788d690 e-con-full e-flex e-con e-parent\" data-id=\"788d690\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a1e10b4 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"a1e10b4\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Credible: <span>Will people believe it?<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Emotion: <span>Will they care?<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Story: <span>Does it inspire people? Spur action?<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-083d8bb e-flex e-con-boxed e-con e-parent\" data-id=\"083d8bb\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3dd920d elementor-widget elementor-widget-text-editor\" data-id=\"3dd920d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Is your idea bolstered in the context of an advertising archetype?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37db15b elementor-widget elementor-widget-text-editor\" data-id=\"37db15b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Taking your brand or product and giving it new life\u00a0in the context of one of these six archetypes can help you not only avoid writers block but also be perceived as across as original, the researchers found.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fc46d86 e-flex e-con-boxed e-con e-parent\" data-id=\"fc46d86\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7dec596 e-con-full e-flex e-con e-parent\" data-id=\"7dec596\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c08ee6b elementor-widget elementor-widget-heading\" data-id=\"c08ee6b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Extreme Consequences<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff6800d elementor-widget elementor-widget-image\" data-id=\"ff6800d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"718\" height=\"506\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x.webp\" class=\"attachment-large size-large wp-image-2937\" alt=\"extreme consequences\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x.webp 718w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-300x211.webp 300w\" sizes=\"(max-width: 718px) 100vw, 718px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba448f8 elementor-widget elementor-widget-text-editor\" data-id=\"ba448f8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Points out unexpected consequences of a <br \/>product attribute.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1a65070 e-con-full e-flex e-con e-parent\" data-id=\"1a65070\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c6fd22 elementor-widget elementor-widget-heading\" data-id=\"5c6fd22\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Pictorial Analogy<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf6405f elementor-widget elementor-widget-image\" data-id=\"bf6405f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"718\" height=\"502\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-1.webp\" class=\"attachment-large size-large wp-image-2939\" alt=\"ants going around a lollipop\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-1.webp 718w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-1-300x210.webp 300w\" sizes=\"(max-width: 718px) 100vw, 718px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41af0f4 elementor-widget elementor-widget-text-editor\" data-id=\"41af0f4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Extreme analogies are rendered visually, typically replacing a symbol of the product with the symbol of the value it wants to represent<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e8d0b09 e-con-full e-flex e-con e-parent\" data-id=\"e8d0b09\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f345e51 elementor-widget elementor-widget-heading\" data-id=\"f345e51\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Extreme Situations<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e0cc26 elementor-widget elementor-widget-image\" data-id=\"2e0cc26\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"502\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-2.webp\" class=\"attachment-large size-large wp-image-2940\" alt=\"hulk hand with bandaid\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-2.webp 680w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-2-300x221.webp 300w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cbf9bc2 elementor-widget elementor-widget-text-editor\" data-id=\"cbf9bc2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Product is seen performing under extreme or unusual circumstances<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9451181 e-flex e-con-boxed e-con e-parent\" data-id=\"9451181\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-f942116 e-con-full e-flex e-con e-parent\" data-id=\"f942116\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3dfd38a elementor-widget elementor-widget-heading\" data-id=\"3dfd38a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Competition<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cc2f1c1 elementor-widget elementor-widget-image\" data-id=\"cc2f1c1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"718\" height=\"500\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-3.webp\" class=\"attachment-large size-large wp-image-2941\" alt=\"mac and pc guys\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-3.webp 718w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-3-300x209.webp 300w\" sizes=\"(max-width: 718px) 100vw, 718px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e37f5b elementor-widget elementor-widget-text-editor\" data-id=\"2e37f5b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A product or brand is seen winning in competition with another product or brand, often in an unusual situation.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e1e7320 e-con-full e-flex e-con e-parent\" data-id=\"e1e7320\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-65fddf5 elementor-widget elementor-widget-heading\" data-id=\"65fddf5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Interactive Experiments<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea7f50d elementor-widget elementor-widget-image\" data-id=\"ea7f50d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"706\" height=\"500\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-4.webp\" class=\"attachment-large size-large wp-image-2942\" alt=\"interactive experiments\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-4.webp 706w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-4-300x212.webp 300w\" sizes=\"(max-width: 706px) 100vw, 706px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84c0dec elementor-widget elementor-widget-text-editor\" data-id=\"84c0dec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Viewers interact with the <br \/>product directly.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-87a5ee9 e-con-full e-flex e-con e-parent\" data-id=\"87a5ee9\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0d7fde1 elementor-widget elementor-widget-heading\" data-id=\"0d7fde1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Dimensional Alteration<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a96356 elementor-widget elementor-widget-image\" data-id=\"3a96356\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"698\" height=\"496\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-5.webp\" class=\"attachment-large size-large wp-image-2943\" alt=\"dimensional alteration\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-5.webp 698w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/image-1@2x-5-300x213.webp 300w\" sizes=\"(max-width: 698px) 100vw, 698px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57f678c elementor-widget elementor-widget-text-editor\" data-id=\"57f678c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A peek into the future, showing the long-term implications of the product.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6f610b9 e-flex e-con-boxed e-con e-parent\" data-id=\"6f610b9\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-fcde9d4 e-flex e-con-boxed e-con e-parent\" data-id=\"fcde9d4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-ec10f8f e-con-full e-flex e-con e-parent\" data-id=\"ec10f8f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6a9d0af elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"6a9d0af\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"691\" height=\"42\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline6L.png\" class=\"attachment-full size-full wp-image-2992\" alt=\"Consider Context.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline6L.png 691w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline6L-300x18.png 300w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e34f7e9 elementor-widget-mobile__width-initial elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"e34f7e9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"83\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline6.png\" class=\"attachment-full size-full wp-image-2892\" alt=\"Consider Context.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline6.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline6-300x26.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline6-768x67.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1dc9053 elementor-widget elementor-widget-text-editor\" data-id=\"1dc9053\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u201cGimme A Break\u201d comes with an undeniably catchy tune, but let\u2019s be honest: it wouldn\u2019t have any chance of being stuck in your head right now if you\u2019d never heard it. That is, if Hershey\u2019s hadn\u2019t made a proper investment in media, airing it with effective <br \/>frequency on the right radio and television channels for its audience. That\u2019s why you can\u2019t overlook the importance of a good creative brief. It helps you think about how your audience will interact with your ad once it\u2019s served or seen. Context (like the time, location, or logic around when the ad is served) can present additional opportunities to personalize your message and increase conversions. And the medium of the final product \u2013 whether digital, print, or OOH \u2013 can serve as guardrails to help you focus your energy on delivering that right message at the right time.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ad583ad elementor-widget elementor-widget-image\" data-id=\"ad583ad\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"358\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-4-1024x358.webp\" class=\"attachment-large size-large wp-image-2954\" alt=\"Contextually relevant ads generate 43% more neural engagement and 2.2 times better ad recall (GumGum)\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-4-1024x358.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-4-300x105.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-4-768x268.webp 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-4.webp 1185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-43fb5c6 e-con-full e-flex e-con e-parent\" data-id=\"43fb5c6\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-426d943 elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"426d943\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"483\" height=\"42\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline7L.png\" class=\"attachment-full size-full wp-image-2993\" alt=\"Press Pause.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline7L.png 483w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline7L-300x26.png 300w\" sizes=\"(max-width: 483px) 100vw, 483px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b18cc86 elementor-widget-mobile__width-initial elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"b18cc86\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"83\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline7.png\" class=\"attachment-full size-full wp-image-2893\" alt=\"Press Pause.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline7.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline7-300x26.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline7-768x67.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-708ed2e elementor-widget elementor-widget-text-editor\" data-id=\"708ed2e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In Ryan Holiday\u2019s book, <em>Stillness is The Key<\/em>, he shares that stillness inspires new ideas, sharpens perspective, illuminates connections, generates vision, makes space for gratitude and wonder. Taking time to be still and let your mind wander &#8220;is the key that unlocks the insights of genius and allows us regular folks to understand them.&#8221;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8de3a13 elementor-widget elementor-widget-image\" data-id=\"8de3a13\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"429\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-5-1024x429.webp\" class=\"attachment-large size-large wp-image-2955\" alt=\"Scientists have proven that you light connections across a series of interacting brain regions when you let your mind wander.\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-5-1024x429.webp 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-5-300x126.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-5-768x322.webp 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/bitmap@3x-5.webp 1254w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9be70f5 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"9be70f5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"843\" height=\"101\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline8L.png\" class=\"attachment-full size-full wp-image-2994\" alt=\"There\u2019s no wrong way to eat a Kit Kat..\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline8L.png 843w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline8L-300x36.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/mobileheadline8L-768x92.png 768w\" sizes=\"(max-width: 843px) 100vw, 843px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8be2fc3 elementor-widget-mobile__width-initial elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"8be2fc3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"142\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline8.png\" class=\"attachment-full size-full wp-image-2894\" alt=\"There\u2019s no wrong way to eat a Kit Kat..\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline8.png 953w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline8-300x45.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/headline8-768x114.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b673f51 elementor-widget elementor-widget-text-editor\" data-id=\"b673f51\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Maybe you start with the left wafer or right wafer&#8230;or maybe you bite into both at the same time like LEAP\u2019s Corporate Creative Director. The point is, you have a preference. The same applies to your creative process. Your own personal process may be working, like it did for Shuldman and Levine. Or you may find yourself in a position like the team at DDB, and need to pivot. Whatever your process, if you think like your consumer and lean into emotion (using left-brain and right-brain thinking) you\u2019re guaranteed to get sweet results.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Prince, Madonna and Run-D.M.C. ruled the airwaves. The Space Shuttle Challenger exploded and so did a reactor at the Chernobyl Nuclear Power Plant. It would be another three years until the Berlin Wall came down, the U.S.S.R. was still a thing and Ronald Reagan was selling weapons to Iran. In short, it was not the [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":3388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[],"issue":[222],"collection":[],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2746"}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=2746"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2746\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/3388"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=2746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=2746"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=2746"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=2746"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=2746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}