Is "Never Settle" the most overused marketing phrase?

Marina Bay Sands (MBS), Mizuno, One+ mobile are just three brands I came across in the last week using the marketing phrase “Never Settle”. Are there really so few  marketing phrases out there to use that agencies and brands have to reuse ones other brands are already using? Surely a quick Google search on the strapline would have revealed this?

Where is the uniqueness and ownership of that brand positioning if a hundred other eclectic brands are also using the same brand positioning? What does this say about your brand if some of these brands do not have the same quality standard and values as yours?

T-Mobile have used the strapline in the US against rival Verizon…

Hennessey even used the strapline to position their entire company and then link it to some marketing jargon around wild rabbits….

“Hennessy was looking to reposition the brand. The company developed the “Never Stop. Never Settle.” mantra as an emblem of the success the brand has achieved and its commitment not to rest on its laurels. The Wild Rabbit device was created to further illustrate this concept, representing the spirit to strive for excellence. It is dark, elusive, and deeply personal yet universal in that everyone has a Wild Rabbit that they are chasing”. What’s your wild rabbit?!

Tyson Fresh Meats have used it, The Never Settle Club (a marketing networking club with live streaming of events) positioned themselves around it, AMD created a series of “Never Settle” games bundles, Tops Pizza franchise also are using it…

Not quite sure how that fits….

Penn Medicine are using it, Chairman’s Reserve Meats (what is it about mobiles and meats using this tagline!), Yeti Coolers were using it (yes I know, I don’t get that either) and during a conference even got this compliment “by methodically growing their team and following a singular company mantra “Never Settle” — which strongly links to their brand”. How exactly?

Bloom Creative even have a mantra around building healthcare brands around the “Never Settle” brand positioning...

There’s even a Never Settle TV series

And of course there is lean technology company called Never Settle too….

Never Settle? Surely if anyone ever suggests this brand positioning, client and customer facing strapline to you or anyone you know you say it right back to them….”Never Settle” for using someone else’s strapline and go create your own.

Anyone else got “Think Different” other than Apple? No. Anyone else got “Just Do It” other than Nike? No. (although if you Google it you don't get Nike's version you get Shia LaBeouf's rant...)

Ironically the only people who should legitimately be using "Never Settle" are lawyers......

Be original and "Never Settle" for using a strapline someone else already uses. Surely that’s the very value and reason for employing marketing agencies and marketing people? Isn’t it? Never Settle for anything less…..