Use Cases

1

Regional bank CEO picks a slogan

The marketing communications team at a southeastern regional bank has been asked by the CEO to consider "Helping Folks Triumph" as a new slogan or tagline for the financial institution.

The CEO loves the phrase "Helping Folks Triumph" (as does their spouse). But the MarCom team isn't rallying behind it. A Google search of the exact phrase "helping folks triumph" returns nothing in commercial use, so the path forward seems clear. To be diligent, though, an assistant manager is tasked with querying the TESS database at the US Patent and Trademark Office. While there are zero returns for "helping folks triumph", there is 1 live registration and 4 dead ones for phrases including "helping folks". There are also 844 results for the word "triumph", not to mention over 3,500 for the word "helping". This is going to take a while -- and is this information even going to sway the CEO one way or another?

Thankfully, during this process, the VP of Marketing spots a LinkedIn ad for the Phrase Database. Within minutes, she purchases a one-week Express subscription and is able to search for simultaneous instances of the words "helping" and "triumph" -- and the Phrase Database instantly delivers an important result that changes the whole picture! "Helping People Triumph" is a marketing tagline adopted by Triumph Financial, Inc., which trades on the NASDAQ (TFIN). With some additional research, the VP learns that Triumph Bancorp announced this slogan in 2021, and then the company rebranded as Triumph Financial, so there is likely to be a substantial amount of marketing effort placed behind this slogan.

The MarCom team meets with their CEO, presenting this key discovery: "While it's not trademarked, the phrase 'Helping People Triumph' is currently being promoted by another bank in Texas. Our recommendation is to develop something other than 'Helping Folks Triumph', because this phrase could be seen as copying an original, and we don't want to be confused with a competitor in the financial services sector." The CEO is very thankful for the resourcefulness of the MarCom team. Had they relied exclusively on searching Google or the USPTO database, Marketing likely would have approved what would turn out to be a problematic tagline. The bank agrees to shift gears and hunt for a different slogan, even using the Phrase Database over the next few days as a springboard for new ideas.

2

Agency proposals feature a secret weapon

An up-and-coming ad agency is responding to a Request for Proposal issued by a prospective client in the Healthcare sector. The client has never used a motto; but to support a new ad campaign, they want help creating a motto that will inspire both employees and consumers around a theme of either 'trust' and 'safety', or around 'innovation'.

The agency has a special trick up its sleeve -- they subscribe to the Premium edition of Phrase Database, which gives them one full year of searchable, filter-capable access to thousands of marketing mottos, slogans, and phrases. This database has been very helpful to the agency when exploring different words and phrases for clients -- especially within particular industry verticals. There is a monthly newsletter that keeps them up-to-date on new phrases entering the advertising space. And they even received a list of 1,000 large companies that don't use mottos, slogans, or taglines... which has been great for business lead generation for the agency!

So, in this case, the agency pitch team takes a peek at the use of the words "trust" or "safe : safety" in the Healthcare sector, and only 7 companies return with hits on those text strings. On the other hand, "innovate : innovation : innovative" brings up 22 different instances in marketing catch phrases. The team quickly decides that they will focus their pitch more directly on ideas related to 'trust' and 'safety', since the field is more widely open around those concepts. They'll even caution the prospective client that if "innovation" were to be pursued, there will be much more competing noise to overcome in the marketplace.

The prospective client really appreciated the agency's quantitative assessment of options, and the agency won the deal. The Phrase Database consistently inspires persuasive pitches for this resourceful agency.