"Building A Better Tomorrow" That is the Merlot Industries slogan chosen by Dr. Merlot himself. It isn't just a catch phrase in hopes of good PR, no, doesn't really care about his image, he never did. If he was at all concerned with whatever people thought of him he would have instantly stopped his Grimm research the instant it faced such aggressive back lash, but he didn't. Merlot will bring the world prosperity, even if it comes at the cost of his own well being.