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In advertising, not to be different is virtually suicidal.

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
Suicidal
Virtually
Marketing
Advertising
Suicide
Different

More quotes by William Bernbach

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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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Creativity is the most practical thing a businessman can employ.
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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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It's not just what you say that stirs people. It's the way that you say it.
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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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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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A principle isn't a principle until it costs you something.
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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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Advertising is the art of persuasion.
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Today's smartest advertising style is tomorrow's corn.
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Properly practiced creativity can make one ad do the work of ten.
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If your advertising goes unnoticed, everything else is academic!
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In communications, familiarity breeds apathy.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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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 doesn't create a product advantage. It can only convey it.
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