slogan – n. word or phrase that is easy to remember and used by a group or business to attract attention

challenge – n. a difficult task or problem : something that is hard to do

afford – v. be able to do something without difficulties

retreat – v. to move backward

deferential – adj. acting in a particular way in response to the opinions or influence of others

at odds – adj. not agreeing with each other

preeminent – adj. more important, skillful, or successful than others: better than others

align – v. to line up in a row

coercive – adj. using force or threats to make someone do something