Impossible is nothing. I saw this slogan for Adidas while watching World Cup 2022 and realized that this has been the slogan for many years. Then the question comes to mind: how has this slogan lasted for so long and why? It would be very difficult to argue with any Adidas marketing decisions based on their value. This pushed me to really read the slogan. Backwards this slogan reads nothing is impossible so there was obviously a decision made to use the slogan the other way around. Why is that?

It is important to craft our messaging tailored to our audiences. There is no doubt about that. But it is also important to consider what our audience is very used to at this point in the marketing game. I highlight this slogan because I believe it hits the audience's imagination most likely subconsciously. Oftentimes words can go in one ear and out the other as we all know. A simple twist of words manages to create a stronger message. The audience might take a few seconds to wonder why the message is what it is. Any time spent thinking about a brand is time well spent much like a typical ad, but a cognitive ad instead. It is important to embrace the digital marketing scope but not forget the cognitive side. In summary, craft your message in the way that it comes to you and with that call to action, but also stand out and think of that cognitive ad. For example, we (DM) can make your brand stand out. We could work with Where do you stand, where does your brand stand? Be outstanding. Or simply use the word Outstanding which then leaves your audience with a positive note, word, and message.