Cambridge Business Association
Powerlines
Book

Powerlines

Words That Sell Brands, Grip Fans, & Sometimes Change History

Steve Cone
Bloomberg Press, 2008
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Editorial Rating

7

Qualities

  • Concrete Examples
  • Engaging

Recommendation

“Powerlines” aren’t just thick black wires carrying electrical current. They also lend their name to the jingles, slogans and taglines that have proven powerful enough to make a long-lasting imprint on the collective consciousness. If you’ve ever found yourself humming, “M’m, M’m, Good,” as you open a can of soup, or telling yourself, “Just Do It!” when you go for a run, then you are familiar with this phenomenon. Author Steve Cone ponders why some phrases stick while others live fleetingly and make no impression. He identifies several factors that give powerlines their punch, such as inserting unexpected words, telling a story that resonates with the listener, and using rhythm, cadence and music. Strangely, the book lacks in-depth instruction on how to compose a powerline. Cone prefers to dwell on his favorites, packing the book with quotes and examples, which makes it a fun read for those who want to take a nostalgic stroll down Communication Lane. getAbstract recommends this enjoyable book to media and political buffs, advertising students, marketers and campaign managers.

Summary

“Car 54 Rides On”

Ask any American man of a certain age if he can recite the theme song from the popular early ’60s sitcom, Car 54, Where Are You? and he’ll most likely burst out singing:

“There’s a holdup in the Bronx, Brooklyn’s broken out in fights. There’s a traffic jam in Harlem that’s backed up to Jackson Heights. There’s a scout troop short a child. Khrushchev’s due at Idlewild. Car 54, where are you?”

Why do such lyrics endure? Catchy phrases that combine music and words to deliver a message are memorable. Such “powerlines” become part of each person’s individual memories and makeup, as well as the cultural lexicon. Powerful words can awe, inspire and move you to vote a certain way, buy a product or change your thinking. Unfortunately, new millennium marketers have not yet produced the caliber of powerlines that dominated advertising in the mid-20th century.

Powerlines and Brands

Powerlines follow six basic rules:

  1. Powerlines must be honest, and portray a real or invented but accurate experience. They should differentiate a product from its competition.
  2. If a powerline works, don’t change...

About the Author

Steve Cone has worked in marketing for more than three decades. His first book was Steal These Ideas! He is currently the chief marketing officer for Epsilon. His past clients include Apple, Citigroup, American Express and United Airlines.

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