Phrases to live by

In their own words: 10 mic-drop quotes that still matter


Published on May 31, 2025


Credit: Mona Eendra

When you think about it, quotes seem almost magical. The fact that just a few words can move, inspire, or comfort us feels nothing short of miraculous. While these phrases don’t necessarily have to come from famous people—we've all received words of encouragement from someone close—several remarkable individuals have left their mark on history through the quotes they left behind. With that in mind, we’ve gathered 10 of the most exceptional quotes out there, in the hope that these words of wisdom are just what you need today. Enjoy!

1

"I Have a Dream" - Martin Luther King Jr.

Credit: Unseen Histories

We’ll start with a phrase that changed American history forever. We can’t be sure whether Martin Luther King Jr. knew that the speech he delivered on August 28, 1963, would help shape modern American society—but we like to believe he did. In fact, since the most remembered section of that speech was improvised, it’s more than possible that Reverend King was fully aware of the power of his words.

A 1999 poll named King’s "I Have a Dream" speech the greatest American speech of the 20th century. Many historians believe that it was one of the pivotal moments in the civil rights movement’s rise to national prominence. A few months after the march, King was chosen as TIME magazine’s "Man of the Year," and in 1964, he became the youngest person in history to receive the Nobel Peace Prize.

2

"Float like a butterfly, Sting like a bee" - Muhammad Ali

Credit: Johann Walter Bantz

You might think a strong animal like a bull or a bear would make for a more fitting boxing metaphor, but Muhammad Ali’s most famous quote proves that even an insect can pack quite a punch. The boxing legend’s love for poetry is well documented—he would often showcase his literary skills before a fight. In that sense, the genius behind "Float like a butterfly, sting like a bee" shows that one of Ali’s greatest strengths was his unparalleled imagination.

As you might expect, this quote from "The Greatest" was delivered before his first heavyweight title fight against Sonny Liston in 1964. The phrase is not only rich with vivid imagery, but it also serves as a warning to his opponent, highlighting Ali’s blazing speed and razor-sharp reflexes.

3

The Gettysburg Address - Abraham Lincoln

Credit: Janne Simoes

Few speeches have a more iconic opening line than President Lincoln’s Gettysburg Address. In fact, many of us learned that a "score" equals 20 years thanks to the famous phrase "four score and seven years ago." More importantly, these words serve as a timeless testament to the unwavering commitment our 16th president had to guiding the nation through a civil war.

One of the most fascinating aspects of this speech is its brevity—it is only about 270 words long. We say "about" because there are actually five known versions of the speech. However, the most widely quoted version is the one originally sent to Colonel Alexander Bliss. This is the version engraved on the Lincoln Memorial and displayed in the Lincoln Bedroom of the White House.

4

"Ask not what your country can do for you…" - John F. Kennedy

Credit: History in HD

There’s a reason the Kennedy years were often called "Camelot": JFK’s image as a handsome knight in shining armor brought hope and the promise of a brighter future to the American people. In that sense, Kennedy’s inaugural address was not only inspirational—it encouraged every American to strive to become a better version of themselves and, in turn, help make the world a better place.

The entire address is often summed up by its most famous line: "Ask not what your country can do for you—ask what you can do for your country." The patriotic spirit of this quote is a perfect example of our 35th president’s dedication to public service and his enduring connection with the American people.

5

"Common sense is actually nothing more…" - Albert Einstein

Credit: Maks Key

We wish we had known this quote during our teenage years: being able to say, "Common sense is actually nothing more than a deposit of prejudices laid down in the mind prior to the age of 18," after doing something questionable might have left our parents baffled—if not furious.

What’s interesting is that these may not be Albert Einstein’s exact words. A paraphrased version of the quote first appeared in a 1948 book by Lincoln Barnett. However, since "the father of relativity" wrote the foreword praising Barnett’s work, it’s reasonable to believe that the quote accurately reflects Einstein’s perspective on the matter.

6

"Good friends, good books, and a sleepy conscience…" - Mark Twain

Credit: Kenneth Jencks

What are the things that make you say, "This is all I need from life"? We all have our favorite essentials—for some, it’s sitting by a warm fire; for others, it’s traveling to new and exciting places. In any case, literary giant Mark Twain was quite clear about the things he considered necessary for an ideal life.

Twain once wrote, "Good friends, good books, and a sleepy conscience: this is the ideal life." While the first two items are fairly self-explanatory, the idea of a "sleepy conscience" likely refers to the inner peace that comes from living in harmony and staying true to oneself.

7

"The only thing we have to fear is fear itself." - Franklin D. Roosevelt

Credit: Jessica Tan

No one can say that Franklin Delano Roosevelt had an easy presidency. In fact, he faced hardship from his very first day: Roosevelt succeeded Herbert Hoover at the height of the Great Depression, with an anxious nation waiting to see what measures he would take to pull the country out of turmoil.

In that sense, one of the opening lines of Roosevelt’s inaugural address remains one of the most influential presidential quotes in history. In a speech broadcast to millions of homes, he directly addressed a fearful American public, declaring: "First of all, let me assert my firm belief that the only thing we have to fear is fear itself."

8

"Pessimism never won any battle." - Dwight D. Eisenhower

Credit: Craig Tidball

President Eisenhower’s background as a military officer shines through in this inspiring quote. According to historians, the phrase "Pessimism never won any battle" served as a kind of mantra for our 34th president—something he used to motivate both himself and those around him to maintain a positive attitude in the face of adversity.

While this is perhaps Eisenhower’s most famous reflection on pessimism, he also once said, "Optimism and pessimism are infectious, and they spread more rapidly from the head downward than in any other direction." In that sense, we can all take a cue from "Ike" and realize that changing our outlook on life can only improve it.

9

"You miss 100% of the shots you don't take" - Wayne Gretzky

Credit: Andy Hall

Muhammad Ali may be known as "The Greatest" in the boxing world, but ice hockey has its very own "Great One." Wayne Gretzky is widely considered the greatest hockey player of all time, still holding the records for career goals, assists, and total points in NHL history.

Like Ali, Gretzky also had a way with words. One of the most iconic quotes in sports is attributed to him: "You miss 100% of the shots you don't take." This simple yet powerful message has inspired generations to take chances and pursue their goals.

10

"Where liberty dwells, there is my country" - Benjamin Franklin

Credit: Brett Wharton

What better way to end this article than with a nugget of wisdom from a Founding Father? This quote by Benjamin Franklin perfectly captures what makes this country so remarkable. While we certainly live in a beautiful land filled with incredible people, what truly sets America apart is our everlasting quest for freedom and liberty.

It should come as no surprise that one of the architects who helped build America once said, "Where liberty dwells, there is my country." Franklin’s love for freedom has endured through generations, passed down among Americans since the nation’s founding.


Catchy taglines for the creative mind

I’m lovin’ it: 10 top brand slogans of all time


Published on May 31, 2025


Credit: Jon Tyson

Creating a memorable message, one that allows immediate identification of a brand with its consumers, is no easy task. It requires a good dose of creativity and a perfect understanding of what makes us human. Throughout history, some companies have been able to create truly memorable taglines that have managed to last years, even decades. The stories behind these creations are truly fascinating. Continue reading to discover the behind-the-scenes of 10 of the most famous brand slogans ever.

1

Think different - Apple

Credit: Tuur Tisseghem

The mythical advertising tagline developed by Apple after Steve Jobs' return to the company, Think different, was launched in 1997 through a famous television commercial called "Here's to the crazy ones". The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities such as Albert Einstein, John Lennon, and Martin Luther King, among others.

The phrase, the brainchild of Craig Tanimoto, an advertising agency’s art director, was a reversion of Think, a slogan popularized in the early 20th century by IBM, Apple's main competitor. The motto was so successful that the company continued to use it for five more years.

2

Open happiness - Coca-Cola

Credit: Pawel Czerwinski

With more than 135 years of history, Coca-Cola is one of the longest-running companies in the U.S. and one of the most beloved by consumers. Throughout its many years on American shelves, the brand has had numerous famous slogans, such as It's the Real Thing, Catch the Wave, and Taste the Feeling, among many others.

But perhaps the most iconic one is Open Happiness, a slogan launched on the reality television series American Idol in 2009. You probably still remember the catchy jingle! For many years, the Coca-Cola brand used happiness as the axis of its advertising campaigns, managing to captivate audiences around the world. In this case, the simplicity of Open Happiness manages to capture not only the essence of the brand but also the philosophy inherent in the American dream.

3

I’m lovin’ it - McDonald’s

Credit: Polina Tankilevitch

Launched during the first years of the new millennium, I'm Lovin' It was the first advertising campaign developed globally by McDonald's, becoming the company's most famous tagline worldwide. It was created by Heye & Partner, a German advertising agency that competed with 14 other major global advertising companies.

The slogan was accompanied by a multi-million dollar campaign and a jingle performed by Justin Timberlake that became instantly popular. It is a hip hop song that sought to attract the attention of the younger generation and the lyrics have a peculiarity: at no time does it mention the brand. Thanks to an emotional catchphrase and a memorable tune, the motto managed to convey the inspiring, passionate, and fun spirit of the fast food giant.

4

Ideas for life - Panasonic

Credit: Subtle Cinematics

After some difficult financial years and in order to improve the brand's image, in 2003 Panasonic launched a campaign led by the slogan Ideas For Life. The objective was to reflect the company's commitment to providing products and services based on the value of ideas.

In a short time, the brand managed to convey that, through its products, it could improve people's lives and contribute to the progress of society. Panasonic continued to use this slogan for 10 more years until it was replaced by A Better Life, A Better World in 2013.

5

Because you’re worth it - L’Oréal

Credit: Behrouz Alimardani

The much-advertised slogan Because you're worth it has been part of L'Oréal's brand identity since 1972. This iconic tagline was created by Ilon Specht, a 23-year-old copywriter who had just started working at the McCann Erickson advertising agency. Her mission was to come up with a catchphrase that would encourage the ladies to pay the extra 10 cents that L'Oréal's Preference hair dye was worth over its competitors.

Specht opted to leave behind the typical industry discourse that singled the female gender as the weaker sex and instead focused on celebrating women and their attributes. Since then, from Jane Fonda to Claudia Schiffer, from Brigitte Bardot to Penélope Cruz, a long parade of empowered women in film, music, and fashion have delivered the proud motto in multiple ad campaigns.

6

Have a Break. Have a Kit Kat - KitKat

Credit: Abi Schreider

You are probably familiar with this one, but did you know this slogan has been around since the 1950s? Believe it or not, the first time the public could hear or read this mythical phrase was in 1957. It was written by Donald Gilles of JWT London and to this day it is the signature tagline of the famous chocolate bar we all love and adore.

This slogan, as simple as it is effective, conveys the feeling of being able to escape from chaos just by taking a bite of the delicious treat. The text referred to the 11 AM recess characteristic of English factories. Over time, the meaning of the phrase expanded and today taking a break is immediately associated with KitKat.

7

Betcha can't eat just one - Lay's

Credit: Jeff Siepman

The statement is probably true of any potato chip, but you have to hand it to Lay's, it was the first brand to claim that they are truly addictive. And no wonder. The company, founded in Nashville in 1932, was a pioneer in the world of advertising: it was the first snack manufacturer to advertise on television.

The famous Betcha can't eat just one slogan was introduced into the homes of all Americans in the early 1960s and is to this day Lay's most popular campaign. The company hired actor Bert Lahr to star in a series of spots that have remained in the memories of both adults and children for generations.

8

There are some things money can't buy - MasterCard

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"Priceless" is the concept that now sums up the innovative idea that more than a quarter of a century ago revolutionized the history of advertising. Launched in 1997 during the World Series, a commercial featuring things that were "priceless," such as the time shared between a father and son, ended with the punchline There are some things money can't buy. For everything else, there's MasterCard.

Since then, the phrase has been replicated in countless TV, radio, and print ads around the world. Today it is one of the most recognizable brand slogans because it managed to overcome the barrier of time and fashion trends thanks to its freshness and underlying emotionality.

9

Just do it - Nike

Credit: Shubham Mittal

The mythical sports brand Nike launched its famous motto Just do it in 1988, turning it into an emblem for several generations. For many, it is considered one of the best slogans of the 20th century, partly due to its great motivational impact.

This iconic phrase was coined by publicist Dan Wieden, inspired by a quote from the famous criminal Gary Mark Gilmore. According to reports, Gilmore said after being sentenced to death in the 1970s: "Let's do it". Wieden gave it a twist and the expression Just do it would end up identifying Nike with the spirit of effort and self-improvement of athletes.

10

Impossible is nothing - Adidas

Credit: Karsten Winegeart

Another of the world's most iconic sports brands with a slogan that has transcended the confines of advertising to become an inspirational catchphrase is Adidas. The German company developed the successful tagline Impossible is nothing in 2004, inspired by a phrase uttered by boxing legend and one of the great flag-bearers of Adidas, Muhammad Ali, in a speech from the 1970s.

In fact, Ali is one of the 22 athletes featured in the slogan launch campaign. In this first spot, he is seen running alongside Zinedine Zidane, David Beckham, Ian Thorpe, and Haile Gebrselassie. Through this message, the brand manages to convey its philosophy of passion to achieve goals, even those that seem unattainable.

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