Never Give Up.
When Mohamed Salah debuted a t-shirt with those three words emblazoned across before Liverpool's Champions League semi-final with Barcelona, the motto quickly became the most must-have fashion accessory.
After the Reds had achieved the unthinkable and turned around a 3-0 deficit from the first leg to win 4-0 and book their place in a second successive European Cup final back in May, Salah's slogan was an instant sensation.
The phrase inevitably went viral as supporters searched high and wide in an effort to secure their own replica version. Salah's message struck the perfect note on a night that went down in Anfield folklore. Fans wanted in on the action.
Over six months on, those three words have become more of a lifestyle choice for Jurgen Klopp and his squad.
Liverpool have seemingly mastered the art of refusing to yield in the face of increasing pressure.
Just 12 games into the current Premier League campaign, the Reds have been repeatedly forced to reach into their deepest reserves of character to preserve their almost flawless start to their attempt to end a 30-year wait for a league title.
It perhaps started back when August when the Reds' 2-0 lead over Southampton had been pegged back after a poor mistake from stand-in goalkeeper Adrian.
After Danny Ings' charge-down had reduced the arrears for the home side, Liverpool were made to dig in and ride out a storm as they picked up maximum points on the south coast.
Routine wins over Arsenal and Burnley were then notched up before a different obstacle was thrown in Liverpool's path with the visit of Newcastle on September 14. This time, the Reds were made to come from behind after the visiting Magpies took the lead through Jetro Willems' early rocket.
Again, Liverpool navigated their way through choppy waters to sail out comfortable winners, with substitute Roberto Firmino offering a sumptuous performance that included one of the finest finest assists you are likely to see on a football pitch for Salah to stick away the Reds' third.
The 2-1 win at Chelsea on September 22 was built on a resolute defensive display in the closing stages as the hosts produced a strong finish to the game. That the Londoners have since moved into third in the Premier League highlights the impressive nature of Liverpool's victory and ability to shut out Frank Lampard's team during their best spell of the game.
Six days later, another hard-fought away-day win was chalked up at Sheffield United as Gini Wijnaldum's volley squirmed through Dean Henderson's grasp to seal an important 1-0 win.
Far from their best at Bramall Lane, the Reds were indebted to the goalkeeper's mistake, but their strength of character also played a crucial part too as they held firm in Yorkshire.
Leicester's second-half equaliser at Anfield on October 5 appeared to have given Brendan Rodgers a share of the spoils on his Merseyside return, but the Reds, yet again, would have a final say on proceedings. Liverpool's last-gasp charge forward was rewarded with a penalty when Sadio Mane was brought down, before a nerveless James Milner converted to extend a Premier League winning run to 17 games.
The only two points dropped so far this term arrived at Old Trafford in a 1-1 draw with Manchester United as Liverpool's mentality rose above their quality to be the saviour. On a day that saw performance-levels dip below their usual standards, it was the mental strength that rescued the point as substitute Adam Lallana grabbed a late leveller.
A week later would present a fresh challenge for Klopp and his players as they fell behind to a Harry Kane goal at Anfield after less than a minute.
To Liverpool's immense credit, they didn't allow that setback to knock them out of their stride. The Reds continued to stick to the pre-match gameplan and were finally rewarded - despite the best efforts of the impressive Paulo Gazzaniga - through goals from Jordan Henderson and Mohamed Salah.
Undoubtedly, however, the most obvious example of Liverpool's enduring determination was the 2-1 win over Aston Villa, earlier this month. With a first league defeat since January staring them straight in the face, the Reds finally found a way back into the match through Andy Robertson in the 87th minute.
And while, for most teams, a late point-saver might have been enough, the visitors smelled blood and completed a dramatic late turnaround through Sadio Mane's 94th-minute header. Once more, the Reds had decided they wouldn't be beaten.
As much as the quality that runs right through the spine of this fantastically assembled Liverpool squad, their unwillingness to relent is just as prominent.
Whatever the challenge, whatever the obstacle, Liverpool, so far this season, have a found a way through.
"Let me say it like this, I don't believe always, because I am not silly enough for that, but I never give up," Klopp said after that Villa result.
Neither, as evidenced already this season, do his players.