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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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Rules are what the artist breaks the memorable never emerged from a formula.
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If your advertising goes unnoticed, everything else is academic!
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Advertising is the art of persuasion.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Our job is to bring the dead facts to life.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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The difference between the forgettable and the enduring is artistry.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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