Wordplay
Wordplay makes language do double duty. By twisting familiar phrases, names or meanings, it creates ideas that are easy to get and hard to forget. The best wordplay is not just clever for its own sake. It sharpens the strategy, makes the message more distinctive, and turns a simple line or thought into something people want to notice, share and remember.
Hijack the Phrase
The phrase already has reach. You just need to change what it's delivering.
Reframe the Insult
The most powerful thing you can do with a word used against your audience is say it first.
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