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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
Familiarity
Apathy
Communication
Communications
Breeds

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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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The heart of creativity is discipline.
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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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Persuasion is not a science but an art
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
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If your advertising goes unnoticed, everything else is academic!
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Advertising is the art of persuasion.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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I warn you against believing that advertising is a science.
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A principle isn't a principle until it costs you something.
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The difference between the forgettable and the enduring is artistry.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Research can trap you into the past.
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