| The ability to design a marketing piece that gets the customer/consumer to spend time with the piece, to perk up their ears if it's on TV or on radio, to take a double look at a billboard or, in general, to be drawn into the marketing piece in some way. In the process of being drawn into the marketing piece, the customer/consumer will experience the "Aha" that we've designed. The customer/consumer will discover a new twist on an old idea, a "thinking out of the box" moment, or a whole new way of looking at your brand.
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