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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
Communication
Communications
Breeds
Familiarity
Apathy

More quotes by William Bernbach

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I warn you against believing that advertising is a science.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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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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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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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 real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Properly practiced creativity can make one ad do the work of ten.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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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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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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The difference between the forgettable and the enduring is artistry.
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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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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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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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.
William Bernbach