You know, a "buzz word" isn't, in an of itself, a bad thing. Businesses, communities, universities, sports teams, etc all employ a vision statement or buzzword to rally the troops
The most effective approach is one in which the "troops" have a stake or some form of ownership in the slogan. Have the Cowboy players bought into this message? Who knows, but if they have, more power to them.
If they haven't bought into the message, then it is no different than telling someone, "be safe" or "do good", it generally falls on deaf ears.