Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History

Citation

Hazlett, K. (2008), "Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History", Journal of Product & Brand Management, Vol. 17 No. 7, pp. 504-504. https://doi.org/10.1108/10610420810916407

As 17th Century French literary critic and poet Nicolas Boileau‐Despreaux said so well in The Art of Poetry:

Whate'er is well conceived is clearly said,And the words to say it flow with ease.

Twenty‐first century author Steve Cone, chief marketing officer for marketing services firm Epsilon, has given this concept another name: “powerlines”. A powerline, says Cone, is “a unique brand signature that sells a person, place, product, or service more effectively than the lines used by competitors because the brands and brand promises it defines are unforgettable” (p. xiii).

Cone's most recent book, Powerlines: Words That Sell Brands, Grip Fans, & Sometimes Change History, is an entertaining journey through the history of word usage … employing sounds to communicate, motivate, intimidate, or persuade. And those combinations of words that best convey our message are powerlines. “To understand powerlines is to understand ourselves – what we value and remember and what we discard and forget” (p. xv).

Powerlines is a good read for the product or brand manager in need of a gentle reminder that imbedding your name in the minds of your target markets is more than simply slapping some words together. In fact, Cone suggests that we 21st century marketers “have lost our ability to recognize and create memorable slogans and taglines” (p. xvii).

Part 1 of this book, also entitled “Powerlines”, further explains the significance of the term and provides a historical perspective on the development of verbal communication. “In marketing terms, any brand promise that offers the hope of making life just a little more predictable becomes a desirable message, lingers in the brain, and acts as a reminder to try out the product or service.” (p. 12).

Additionally, the author reminds us that the use of words to “sell” a concept has been a part of the fabric of our lives for centuries on end. “Since the invention of the printing press, governments and political leaders have used propaganda to hold sway over the governed. In most cases, this propaganda takes the form of symbols and slogans – slogans that sometimes become powerlines” (p. 31).

Part 2, “The powerline perspective”, is a fascinating compendium of slogans, mottos, and incredibly wise sayings that have contributed to the rise … or the fall … of countries, political candidates, companies, and cultures. “Call it propaganda, publicity, or just plain persuasion, as the pace of life quickened and information overload began in earnest, it became imperative to develop great slogans to break through the clutter” (pp. 35‐6).

The author leaves no communication effort unexamined, providing examples ranging from the designation of World War I (thanks to the superb efforts of marketing expert George Creel) as “The war to end all wars”, a powerline that rallied citizens of all ranks in support of the United States' involvement in global warfare, to Coca‐Cola's now 80‐year‐old “The pause that refreshes”, to Nike's two decades of “Just do it”. All are powerful combinations of words that are “clearly said” and “flow with ease”.

Regarding word usage, however, Cone warns that caution must be exercised in using certain words. For example, just because a word sounds “powerful or patriotic”, there's no assurance that it will resound with its audiences. Citing then President Ronald Reagan's 1984 reelection campaign powerline, “It's morning again in America”, Cone notes: “On purely technical grounds, the use of America in a slogan almost always puts Americans to sleep … This slogan brings the word America alive because it expresses a new thought, a new way to perceive what was happening to this country … ” (p. 75).

Sadly, says the author, much of what is produced by today's marketing “experts” no longer has the ability to grab attention and persuade or motivate someone to action. “The art of creating and promoting great lines that define a political position, or a memorable brand in the commercial world, has gone into a kind of suspended animation” (p. 75).

However, all is not lost, says Cone. Motion pictures and television remain excellent platforms for verbal expression and, therefore, offer splendid opportunities for marketers to promote their products or services. “For lines to achieve maximum power, they must be spoken with a unique delivery that cements the expression firmly in the mind” (p. 103).

To make his point, Cone cites the now‐famous words from the popular sitcom Seinfeld – “Yada Yada Yada … When sitcom shorthand for ‘you know what I mean’ becomes part of everyday language, a television show has had an impact on society” (p. 121).

Finally, in Part 3, “Put a powerline in your tank”, the author provides solid examples of slogans and taglines that have imbedded themselves … along with their products' names … in our collective minds. He cautions, though, that, “In the world of marketing, one or two taglines can really hit on all cylinders and make just the right impression. But instead of sticking with a great line, management often gets bored and/or the new head of marketing needs to show they [sic] can create a better one” (p. 136).

From words to music to graphical presentations, Cone examines each with examples from a wide variety of industries, providing guidance for marketing managers regardless of their focus. The bottom line, he says, is to touch the consumer and inspire him or her to act on your message. “Most companies that have been market leaders over long periods of time employed taglines that built their brand promise into a powerful motivator for consumers to react to and purchase their product” (p. 198)

Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History is both an entertaining read and a great wake‐up call for marketers … and CEOs … to pay more attention to development of their messaging. “Do we marketers want to make an everlasting impression on consumers or just fade into oblivion wasting billions of dollars in the process? … Famous commercial lines are just like famous last lines – they live long after we exit the stage” (p. 229).

Here's looking at you, kid (Casablanca, 1942).