Why do we remember slogans for Diet Coke from the mid 1980s, but not what we had for breakfast yesterday? In this exploration of the phrases, lines and expressions so well-written and compelling that we can't forget them-no matter how hard we'd like to-marketing veteran Cone (Steal These Ideas!) presents "the Powerline Perspective," that all enterprises "rise or fall on powerful lines, mottos, and sayings." After a brief look at the definition and history of the powerline, Cone mines memorable phrases in politics, movies, television and advertising for the hows and whys of their success. Heavy on lists, with analysis for most individual entries, Cone's book is best read in pieces. That said, the practical advice he offers-between cogent consideration of everything from "M&Ms melt in your mouth" and "There's no place like home" to a collection of his 10 favorite poems (with just "a little commentary")-is helpful and straightforward, and often entertaining (if blustery). Marketers, advertisers or campaign managers looking for inspiration could hardly find a better resource.
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"An important primer. Steve Cone shows how picking the right words often makes the difference between success and failure."
Host of Larry King Live
"Marketing guru Steve Cone rediscovers the lost art of great slogans, mottos, and taglines. The lesson? Be all that you can be. Shots can still be heard 'round the world. Things go better with inspired taglines. And that's the way it is."
—L. Gordon Crovitz
Former publisher, The Wall Street Journal