Ernest and Frank are discussing a presentation they will do on preserving the world as we know it.
Ernest: What will be important will be the three "E"s. Energy, economics and... oh, I forget …
Ernest: We need a third word beginning with "E".
Frank: Why "E"? Because your name begins with "E"?
Ernest: Got it! Earth, energy, economics. EEE. And the three keywords are cantilevered out from the three beams of the letter E.
Selecting a smart slogan is sometimes serendipitous, though often the origin may be only an obvious obelisk objectifying oneself.