It's easy to understand, bold enough to get your attention, simple enough to digest, and the mnemonics are hard to forget. The art of naming things, or framing a message, so perfectly that it turns heads and stays on peoples' minds is the art of speaking in terms that are, at once; universal and deeply personal.
To speak to a large number of people as one and connect with them individually, regardless of their differences in culture and values and age and gender and race is to speak a language that transcends language. To tap into a common element and lead it transparently to something personal is what really good poetry does.
There is a feeling, a communal energy and excitement that is created when everyone's attention goes in the same direction and leads to a similar response. When people experience the same thing whether they agree or disagree with that feeling, there is no denying it's existence. It happens in crowds and in viewing audiences spread out over geography and time.
What's happening is what happens in popular music, and in literature that is widely recognized with themes of living; beginnings and endings, winning and losing, finality and continuation, relationship and disassociation, rebellion and joining, improving and declining. No wonder marketers would want to mine those kind of resources or appropriate from poetry to sell their clients' products, brand, and services. Like the U.S. postal service ad, "If it fits it ships", the U.S. Navy's "A global force for good", or Arby's "Good Mood Food", or the National Guard's "Part time blue, full time you". And many others who borrow from poetry to do what poetry has not been able to do for itself; sell itself to a broader market.