Powerlines

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 irresistible 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 irreverent, intelligent, and insightful primer on a singularly important aspect of brand building. Contents: Part One ??? Powerlines : Getting the Right Few Words to Every Nook and Cranny on the Planet ??? Powerlines Defined: Factors Distinguishing Powerlines from 99 Percent of All Written and Spoken Language ??? Powerlines Take to the Air: Radio, Television, and Powerlines: A Match Made in Heaven ??? Part Two ??? The Powerline Perspective : Countries, Candidates, Cultures, and Companies Rise or Fall on Powerful Lines, Mottos, and Sayings ??? Uncle Sam Wants You, Your Mind, and Your Money: How Governments Win Hearts, Minds, and Paychecks ??? You Can't Put the Toothpaste Back in the Tube: Why the Candidate with the Best Slogan Wins the Race ??? Shots Heard Round the World: How Eloquent Speakers and Writers Make Us Think and Rethink ??? There Is Nothing Wrong with Your Television Set: How Writers and Marketers Keep All Eyes Glued to the Screen ??? Part Three ??? Put a Powerline in Your Tank : Putting Powerlines to Work in a Marketing Campaign ??? When It Rains It Pours: Getting the Brand Promise Through??"Whether Customers Want to Hear It or Not ??? Jingles All the Way: Commanding Attention with Music and Jingles ??? The Gun That Won the West: Transforming Ordinary Products into Extra