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In communications, familiarity breeds apathy.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Communications
Breeds
Familiarity
Apathy
Communication

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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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Because an appeal makes logical sense is no guarantee that it will work.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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Advertising is the art of persuasion.
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Creativity is the most practical thing a businessman can employ.
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Rules are what the artist breaks the memorable never emerged from a formula.
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I warn you against believing that advertising is a science.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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The difference between the forgettable and the enduring is artistry.
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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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In advertising, not to be different is virtually suicidal.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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