Here's the scenario: You're delivering a high-stakes presentation that could lead to a large sale. You've successfully framed the issue and used a combination of storytelling and stats to prove the importance of your proposal.

'Are you worthy to wear our brand?'

That's one of the messages top entrepreneurs subtly build into their marketing, and it's extremely clever. It flips the power dynamic from 'we're trying to sell to you,' to 'you might be cool enough to be associated with us.'