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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
Virtually
Marketing
Advertising
Suicide
Different
Suicidal

More quotes by William Bernbach

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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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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 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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Because an appeal makes logical sense is no guarantee that it will work.
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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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Persuasion is not a science but an art
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Advertising doesn't create a product advantage. It can only convey it.
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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 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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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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Word of mouth is the best medium of all.
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The difference between the forgettable and the enduring is artistry.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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In communications, familiarity breeds apathy.
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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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Today's smartest advertising style is tomorrow's corn.
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The most powerful element in advertising is the truth.
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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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Research can trap you into the past.
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