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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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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ISBN-10:  1576603040
ISBN-13:  978-1576603048
Author:  Steve Cone
Publisher:  Bloomberg Press
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review by . September 12, 2008
The second half of "Powerlines" is a decent marketing primer on taglines -- how to recognize good ones and how to create them yourself. It's useful information for advertisers and marketers to know. But Steve Cone is trying to make the tagline into something much more: a "powerline" that achieves the great things described in his subtitle. I don't think his analysis and his examples support his claims.    Cone writes "Most companies that have been marketing leaders over long …
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