by Steve Cone
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Product Description
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day. A product, service, company, candidate, or an organization with a powerline outshines the competition every time.
Steve Cone, author of 'Steal These Ideas!,' reveals the secrets to contemporary marketing's biggest mystery: how to conjure the phrase that will make a product irresistable and memorable. This book restores the lost art of creating killer slogans to its proper place: front and center in every campaign.
Drawing on examples of great and not-so-great lines from marketing, politics, and popular culture, Cone provides an irreverant, intelligent, and insightful primer on a singularly important aspect of brand building.
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Average Customer Review:
1 of 1 people found the following review helpful:
 Persuasion History, 2008-07-05
Anyone interested in persuasion needs to have some historical context and Cone gives it to us. Recall Nixon's ill fated tagline for his 1960 campaign? "For the Future" Talk about uninspiring. As Cone says the only thing worse would be 'For the Past." Revisit the pain of companies that gave up great taglines just to change. Look at GE who abandoned the meanigful and memorable, "We Bring Good Things to Life" with the anemic and pointless "Imagination at Work." Great section on states that spend good money for poor taglines for travel. Illinois:'Right here. Right now." That's a howler. Good(but short) end section on how to create a powerline and some advice on developing the powerline and building your marketing and company around it. That's true: give people a great story to believe in (and a story can be a one liner) and their conduct follows. A book persuasion pros need in their library.
14 of 14 people found the following review helpful:
 Want to be a more effective marketer? Read this book..., 2008-05-02
Powerlines is both a quick study on how to create more effective slogans and taglines - the heart of any successful marketing campaign - and a thoughtful primer on how the right words can deliver the brand promise to today's consumers. The book is filled with real life examples of how well-chosen words can turn an ordinary product into an extradordinary brand. Powerlines is a marketing professional's canon on how words sell brands, but fans of politics and social history will also find this an entertaining read.
4 of 6 people found the following review helpful:
 Good book - ditch the political commentary, 2008-05-01
This is an information-packed book that is also enjoyable to read. The historical elements are fascinating. Mr. Cone is obviously a subject-matter expert and very talented writer. It is a great book for anyone interested in learning how to craft memorable tag lines and messages. All that being said, however, the condescending political commentary aimed at readers that don't share his political beliefs are quite off-putting and unwelcome. Although the author is entitled to his opinions, and his political views must be respected, they don't seem appropriate for a marketing book. Had he been able to restrain himself from the all too common tendency to use any opportunity to belittle those with whom you disagree, a 4 or 5 rating would have been deserved and enthusiastically given.
1 of 1 people found the following review helpful:
The ultimate marketing primer! , 2008-04-30
With Powerlines Steve Cone rounds the circle, completing this revolutionary book on why companies, cultures, political candidates and countries live and die by using brilliant and not so brilliant slogans and taglines! Cone identifies campaigns and marketing messages throughout history and ultimately provides you with an all time indispensable book that should be on the desk of every advertising and marketing professional in the universe. Cone is the forefront of marketing wisdom!
1 of 1 people found the following review helpful:
A must read!, 2008-04-30
Steve Cone has hit it right on head. Taglines are really the headlights that can make a brand shine and trounce the competition. But only if the right rules are followed.
Cone gives a lively and fascinating tour of world history made and unmade by the right or wrong choice of words.
Plus how companies, and political candidates can use taglines instead of abusing them which is mostly the case today.
Every person associated with marketing anything should read this book immediately.
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