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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
Marketing
Advertising
Suicide
Different
Suicidal
Virtually

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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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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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Today's smartest advertising style is tomorrow's corn.
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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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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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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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Advertising is the art of persuasion.
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Nobody counts the number of ads you run they just remember the impression you make.
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The most powerful element in advertising is the truth.
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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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Research can trap you into the past.
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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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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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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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Don't confuse good taste with the absence of taste.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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I warn you against believing that advertising is a science.
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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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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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