Powerlines : Words That Sell Brands Grip Fans and Sometimes Change History

Power up your marketing campaign with powerlines--exceptional slogans that people remember long after the campaign ends. Think: "The Pause That Refreshes," "When You Care Enough to Send the Very Best," "In Space No One Can Hear You Scream." In "Powerlines," Steve Cone, 35-year veteran marketer and author of "Steal These Ideas!" (Bloomberg Press, 2005)," " reveals how to conjure the phrases that make products, services, organizations, companies, and candidates irresistible and memorable. Cone's analysis of great and not-so-great lines from marketing, politics, and popular culture will give you the insight to create powerlines and convince you that doing so is the most important part of every marketers job. In this book, marketers will find everything necessary to put powerlines to work in today's campaigns including: What factors separate powerlines from 99 percent of all other written and spoken language Why some lines live forever and others are dead on arrival Why the candidate with the best slogan wins the race How to command attention with music and jingles How to persuade with characters from pitchmen to spokespeople How to get the brand promise through--whether customers want to hear it or not."Cone," says the Wall Street Journal, doesn't merely offer advice but unabashedly tells us what to do. He gets away with this less because of his advertising pedigree than because of the logic of the case he makes."