Powerlines
Powerlines looks at some of the most memorable tag lines of recent years, and identifies the factors behind slogans that work. It explains how advertising slogans or tag lines can be made to stick in the minds of consumers and affect the way we learn, behave and purchase, and revealas the implications for those working in the political, retail and entertainment sectors.
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 tell a product story in a short burst of words. '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, including sound—the most powerful sense for brand building. Its no-holds-barred approaches work for companies of any size. 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.
BOOK DETAILS :Hardback, 288 Pages, Dimensions 234 x 156 MM Language English.
Steve Cone is Chief Marketing Officer for Epsilon, a leading provider of data-driven marketing technologies and services. Cone has established an industry-wide reputation for programmes that drive results, strengthen brands, and deepen customer relationships by communicating relevant highly targeted messages across a spectrum of media in integrated campaigns. With more than 35 years at the top of the marketing profession, Cone has worked with a wide array of major clients and companies, including Apple, Citigroup and American Express, as well as global media companies, environmental groups, and presidential campaigns for both major parties. He lectures worldwide at leading universities and business groups on the proven marketing principles laid out in this first book, Steal These Ideas! (Bloomberg Press – distributed by Kogan Page outside the Americas).