Book description
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.
Silver Medal Winner, Advertising/Marketing/PR/Event Planning
Category, Axiom Business Book Awards (2009)
With more than thirty-five years at the top of the
profession, Steve Cone, chief marketing officer for Epsilon, a
leading provider of data-driven marketing technologies, has led
campaigns for many companies including Citigroup, American Express,
Fidelity, Apple, and United Airlines, as well as environmental groups,
and presidential campaigns for both major parties. He is also the
author of Steal These Ideas.
Of Cone, the Chicago Sun
Times says, "Like most marketing executives whose opinions we
respect, Cone is both cogent and blunt." The Wall Street
Journal says, Cone "doesn't merely offer advice but
unabashedly tells us what to do. He gets away with this less because
of his advertising pedigree than because of the logic of the case he
makes."
Cone lives in New York City.
