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"Connection Matters" Tag Line Use Research

Delivered February 2, 2020. Contributor: Caitlin T.

Goals

Determine how widespread Verizon's use of the phrase "connect better" is. Compare with other competitors Avaya, 8X8, RingCentral, Zoom, and DialPad.

Early Findings

  • Verizon uses the phrase "connect better" significantly as part of its branding for its 4G LTE services, specifically the ability to connect a laptop or tablet to 4G LTE service through Verizon. The company even has a dedicated page on its website entitled "Connect Better" which details these services.
  • "Connect Better" is also used to advertise Verizon's 4G LTE connectivity services on Dell's website.
  • However, we did not find widespread use of this phrase in Verizon's social media or other marketing.
  • RingCentral regularly uses the phrase "connect better" in its copywriting and marketing materials, such as in the tagline "Communicate, collaborate, and connect better—anytime, anywhere." Another example: "Learn how RingCentral technologies can help you connect better with customers across all channels."
  • Avaya is not using the phrase "connect better" in any of its promotions, marketing, or copywriting.
  • 8x8 is not using the phrase "connect better" in any of its promotions, marketing, or copywriting.
  • Zoom is not using the phrase "connect better" in any of its promotions, marketing, or copywriting.
  • Dialpad is not using the phrase "connect better" in any of its promotions, marketing, or copywriting.

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