Möbius strip is a surface with only one side and only one boundary component. Which means there is a point where the inside actually becomes the outside and vice versa.
That same principle can be used to describe advertising. Fusing the bounds of what is inside our understanding and what is outside is a surefire way to achieve remark-ability. Seth Godin can tell you about remarkable.
It should be different enough to catch them off guard and familiar enough to give them the associative warm and fuzzy feelings.