Wonder

Log in

"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.

Proposed next steps:

You need to be the project owner to select a next step.
We can do further research to compare in-depth the use of phrases and copy related to "connect", "connectivity", and "connect better" between Verizon and RingCentral.
We can determine if other competitors to Verizon (other than those in this request) are using the phrase "connect better", and if so, how.