It is much more than three words - according to Rushen MHK, Phil Gawne.
He is referring to 'Freedom to Flourish', the phrase fashioned by consultants and committees to form the basis of the Isle of Man's mission to re-brand itself.
It will be launched officially on Tynwald Day.
Mr Gawne (pictured) was one of the members of the steering committee, and says he's confident enhancing the Island's image will result in more lucrative business opportunities.
However he's concerned some people are confusing branding with marketing:
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