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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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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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The most powerful element in advertising is the truth.
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Advertising doesn't create a product advantage. It can only convey it.
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Word of mouth is the best medium of all.
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The heart of creativity is discipline.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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Imitation can be commercial suicide.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Creativity is the most practical thing a businessman can employ.
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Because an appeal makes logical sense is no guarantee that it will work.
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Advertising is the art of persuasion.
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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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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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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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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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