There are brands, and then there are iconic brands.

Why do we remember their slogans? It’s all about word choice. Words that address human psyche and cut straight to the heart.

In L’Oréal‘s “Because You’re Worth It” —
The word “because” removes any lingering doubt and negotiation. Your value is beyond question, no justification needed.

In Nike‘s “Just Do It”
The magic lies in the word “just.” A small word that feels less forceful than “do it.” It eliminates hesitation and excuses, empowering us to move forward without overthinking.

In Apple‘s “Think Different”
It’s not “think differently” for a reason. The choice to shift from an adverb to a noun transforms it from a mere suggestion into a mindset. It challenges convention, not just behavior.

Every word counts.