I’m intrigued by Beyond Meats and I haven’t taken a single bite of one of its products. But let’s all agree: Beyond is a clever and effective marketing term.

If you are not aware of the Beyond product, it’s a plant based “fake” meat product. You could even call it “artificial” meat. But calling a product fake or artificial is a doomsday approach to marketing.

“Beyond” sounds so much better. Google defines it as “go beyond … to do more than (something); to do more than is expected or required."

And consider these common phrases: “The Great Beyond,” “Above and beyond,” “Beyond belief” each implies greatness. Now that’s a powerful message to use when describing any product or service.

Beyond’s products are grabbing more eyeballs (and revenue) today in food marketing. My 'fake meat' sightings just during the past two weeks: Placed in several local grocery store meat aisles; Dunkin’ Donuts’ window signs for its Beyond sausage breakfast sandwiches; Burger King hyping it on TV – even pitting it against its traditional Whopper.

Popular family food restaurant chain RedRobin highlights it on its menu. I asked a waiter there if he’d tried it (yes, he has). Was it good (yes) and what did his customers think about it (they liked it). Even McDonald’s is launching the P.L.T. (plant, lettuce, tomato) burger, which will go on sale in 28 McDonald's locations in Canada.

So, it’s a word that is gaining momentum. Does your product or service go “beyond” that of your competition? For apartment community operations teams and their marketers, I’m sure you can make the case.