{"id":6440,"date":"2021-12-02T16:07:28","date_gmt":"2021-12-02T23:07:28","guid":{"rendered":"https:\/\/www.twohandsbrands.com\/?page_id=6440"},"modified":"2021-12-02T21:37:40","modified_gmt":"2021-12-03T04:37:40","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.twohandsbrands.com\/blog\/","title":{"rendered":"The Rub"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"6440\" class=\"elementor elementor-6440\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-caa8d9a panel elementor-section-stretched elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"caa8d9a\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;,&quot;background_motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-color=\"black\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e117a5e\" data-id=\"e117a5e\" data-element_type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ff68593 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"ff68593\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">The Rub<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80881d5 hero ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"80881d5\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h6>Tips for building brands, and thoughts from the studio.<\/h6>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c26ca32 panel elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c26ca32\" data-element_type=\"section\" data-settings=\"{&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\" data-color=\"white\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-385c981\" data-id=\"385c981\" data-element_type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c176a86 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"c176a86\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" 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\">So Here\u2019s The Rub...<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-817097e elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 ob-has-background-overlay elementor-widget elementor-widget-pp-posts\" data-id=\"817097e\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"pp-posts.template\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"pp-posts-container\">\n\t\t\t\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t<div class=\"pp-posts pp-posts-skin-template elementor-grid pp-posts-grid\" data-query-type=\"custom\" data-layout=\"grid\" data-page=\"6440\" 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.elementor-heading-title{color:#1A191B;font-size:30px;line-height:1.5em;}.elementor-3530 .elementor-element.elementor-element-9ef6b56.ob-harakiri{writing-mode:inherit;}.elementor-3530 .elementor-element.elementor-element-9ef6b56.ob-harakiri .elementor-heading-title{writing-mode:inherit;transform:rotate(0deg);}.elementor-3530 .elementor-element.elementor-element-9ef6b56.ob-harakiri .elementor-widget-container > div{writing-mode:inherit;transform:rotate(0deg);}.elementor-3530 .elementor-element.elementor-element-9ef6b56 .elementor-widget-container{text-indent:0px;mix-blend-mode:inherit;}.elementor-3530 .elementor-element.elementor-element-ad09db3 .elementor-widget-container{color:#8A9096;}@media(min-width:768px){.elementor-3530 .elementor-element.elementor-element-7e08d5c{--width:100%;}}\/* Start custom CSS for heading, class: .elementor-element-9ef6b56 *\/.elementor-3530 .elementor-element.elementor-element-9ef6b56 a:hover {\n    color: #E23D61 !important;\n}\/* End custom CSS *\/<\/style>\t\t<div data-elementor-type=\"section\" data-elementor-id=\"3530\" class=\"elementor elementor-3530\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div data-pp-template-widget-id=\"7e08d5c-5221\" class=\"elementor-pp-element-7e08d5c-5221 elementor-element elementor-element-7e08d5c e-con-full e-flex e-con e-parent\" data-id=\"7e08d5c\" data-element_type=\"container\" data-settings=\"{&quot;_ob_use_container_extras&quot;:&quot;no&quot;,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t\t<div data-pp-template-widget-id=\"aba4abf-5221\" class=\"elementor-pp-element-aba4abf-5221 elementor-element elementor-element-aba4abf ob-has-background-overlay elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"aba4abf\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"theme-post-featured-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\t<a href=\"https:\/\/www.twohandsbrands.com\/blog\/ruth-bader-ginsburg-and-the-art-of-positioning\/\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/mlz3cyayl50m.i.optimole.com\/cb:68zy~55fc5\/w:auto\/h:auto\/q:mauto\/ig:avif\/f:best\/https:\/\/www.twohandsbrands.com\/wp-content\/uploads\/elementor\/thumbs\/RBG_blogPost_2HB-tagged-1-pb8p0iaxvq2q9ba86ylqrb296wbmkskvo6qpb9ps34.jpg\" title=\"Ruth Bader Ginsburg and the Art of Positioning &#8211; 2HB Blog Post\" alt=\"Ruth Bader Ginsburg knew the importance of studying the competition, knowing her audience, and using the law to build air-tight strategies to advance who \u201cwe the people\u201d stands for. Had we followed her foundationally sound approach in Roe v. Wade, reproductive rights wouldn\u2019t be vulnerable to reversal today.\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\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 data-pp-template-widget-id=\"9ef6b56-5221\" class=\"elementor-pp-element-9ef6b56-5221 elementor-element elementor-element-9ef6b56 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"9ef6b56\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" 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\"><a href=\"https:\/\/www.twohandsbrands.com\/blog\/ruth-bader-ginsburg-and-the-art-of-positioning\/\">Ruth Bader Ginsburg and the Art of Positioning<\/a><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div data-pp-template-widget-id=\"ad09db3-5221\" class=\"elementor-pp-element-ad09db3-5221 elementor-element elementor-element-ad09db3 ob-has-background-overlay elementor-widget elementor-widget-theme-post-excerpt\" data-id=\"ad09db3\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"theme-post-excerpt.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\tRBG knew the importance of studying the competition, knowing her audience, and using the law to build air-tight strategies to advance who \u201cwe the people\u201d stands for. Had we followed her foundationally sound approach in Roe v. Wade, reproductive rights wouldn\u2019t be vulnerable to reversal today.\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/div>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"pp-post-wrap pp-grid-item-wrap elementor-grid-item post-2649 post type-post status-publish format-standard has-post-thumbnail hentry category-blog tag-brand-strategy tag-branding tag-communication-plan tag-coronavirus tag-covid-19\">\n\t\t\t\t\t\t<div class=\"pp-post pp-grid-item\">\n\t\t\t\t<div class=\"elementor-template\"><style>.elementor-3530 .elementor-element.elementor-element-7e08d5c{--display:flex;--flex-direction:column;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--align-items:flex-start;--gap:20px 20px;--background-transition:0.3s;}.elementor-3530 .elementor-element.elementor-element-aba4abf img{width:100%;}.elementor-3530 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data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"theme-post-featured-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\t<a href=\"https:\/\/www.twohandsbrands.com\/blog\/helping-fight-senior-isolation-in-the-global-covid-hackathon\/\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/mlz3cyayl50m.i.optimole.com\/cb:68zy~55fc5\/w:auto\/h:auto\/q:mauto\/ig:avif\/f:best\/https:\/\/www.twohandsbrands.com\/wp-content\/uploads\/elementor\/thumbs\/MealsTogether-pb8p2d1hcym35mlad9g96c7zd96oraxtld26dwyttc.jpg\" title=\"MealsTogether\" alt=\"MealsTogether\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\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 data-pp-template-widget-id=\"9ef6b56-2649\" class=\"elementor-pp-element-9ef6b56-2649 elementor-element elementor-element-9ef6b56 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"9ef6b56\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" 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\"><a href=\"https:\/\/www.twohandsbrands.com\/blog\/helping-fight-senior-isolation-in-the-global-covid-hackathon\/\">Fighting Senior Isolation in the Global COVID Hackathon<\/a><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div data-pp-template-widget-id=\"ad09db3-2649\" class=\"elementor-pp-element-ad09db3-2649 elementor-element elementor-element-ad09db3 ob-has-background-overlay elementor-widget elementor-widget-theme-post-excerpt\" data-id=\"ad09db3\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"theme-post-excerpt.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\tWe had the honor of joining the World Health Organization\u2019s Global Covid Hackathon, #BuildforCOVID19, in partnership with Microsoft, Facebook, Slack, Pinterest, and others, to build solutions for \"challenges related to the coronavirus pandemic.\"\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/div>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"pp-post-wrap pp-grid-item-wrap 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data-widget_type=\"theme-post-featured-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\t<a href=\"https:\/\/www.twohandsbrands.com\/blog\/offered-branding-help-for-covid19-campaigns\/\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/mlz3cyayl50m.i.optimole.com\/cb:68zy~55fc5\/w:auto\/h:auto\/q:mauto\/ig:avif\/f:best\/https:\/\/www.twohandsbrands.com\/wp-content\/uploads\/elementor\/thumbs\/Covid-pb8p113poesgpiix56qa56bh2lqyuqniersewsxwmo.jpg\" title=\"Covid\" alt=\"Covid\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\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 data-pp-template-widget-id=\"9ef6b56-2535\" class=\"elementor-pp-element-9ef6b56-2535 elementor-element elementor-element-9ef6b56 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"9ef6b56\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" 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\"><a href=\"https:\/\/www.twohandsbrands.com\/blog\/offered-branding-help-for-covid19-campaigns\/\">Offered: Branding Help for Covid-19 Campaigns<\/a><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div data-pp-template-widget-id=\"ad09db3-2535\" class=\"elementor-pp-element-ad09db3-2535 elementor-element elementor-element-ad09db3 ob-has-background-overlay elementor-widget elementor-widget-theme-post-excerpt\" data-id=\"ad09db3\" data-element_type=\"widget\" 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data-opt-src=\"https:\/\/mlz3cyayl50m.i.optimole.com\/cb:68zy~55fc5\/w:auto\/h:auto\/q:mauto\/ig:avif\/f:best\/https:\/\/www.twohandsbrands.com\/wp-content\/uploads\/elementor\/thumbs\/DontPanic-pb8p6upq0gremk2g57c337f9jj1tj8rnjl9oxib434.jpg\"  decoding=\"async\" src=\"https:\/\/mlz3cyayl50m.i.optimole.com\/cb:68zy~55fc5\/w:auto\/h:auto\/q:eco\/ig:avif\/f:best\/https:\/\/www.twohandsbrands.com\/wp-content\/uploads\/elementor\/thumbs\/DontPanic-pb8p6upq0gremk2g57c337f9jj1tj8rnjl9oxib434.jpg\" title=\"Two Hands: Don&#8217;t Panic!\" alt=\"Two Hands: Blog content &amp; tips from the studio\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\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 data-pp-template-widget-id=\"9ef6b56-2451\" class=\"elementor-pp-element-9ef6b56-2451 elementor-element elementor-element-9ef6b56 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"9ef6b56\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" 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\"><a href=\"https:\/\/www.twohandsbrands.com\/blog\/in-crisis-dont-panic-follow-this-comms-plan\/\">In Crisis? Don\u2019t Panic, Follow This Comms Plan<\/a><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div data-pp-template-widget-id=\"ad09db3-2451\" class=\"elementor-pp-element-ad09db3-2451 elementor-element elementor-element-ad09db3 ob-has-background-overlay elementor-widget elementor-widget-theme-post-excerpt\" data-id=\"ad09db3\" data-element_type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"theme-post-excerpt.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\tIn the face of economic hardship, your brand will have to be far sharper than it's been in the past to earn the cash of customers as they tighten their pocketbooks. 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