When a slogan really works, people remember it- often long after the marketing campaign ends, sometimes for decades. Marketing leader Steve Cone calls these exceptional slogans powerlines. 'Powerlines' such as "Diamonds are forever" (De Beers) or "Just do it" (Nike) are prime examples of how slogans can be made to stick in the mind and affect customers' behaviour. They stand out from the barrage of messages and slogans consumers face each day. A product, service, company, candidate or organization with an effective powerline will outshine the competition every time. Steve Cone, author of Steal These Ideas!, explains how powerlines affect the way we learn, behave, and purchase and shows marketers how to build the powerlines that will catapult their brands to stardom. This lively guide uses successes and failures past and present to analyze the elements that shape the fate of slogans. And it's filled with enlightening commentary on catchphrases from advertising, politics, movies, television, and literature that will appeal to everyone interested in how popular culture is shaped by the people whose profession is to persuade and inspire.
