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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
Advertising
Suicide
Different
Suicidal
Virtually
Marketing

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The most powerful element in advertising is the truth.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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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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Don't confuse good taste with the absence of taste.
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Because an appeal makes logical sense is no guarantee that it will work.
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Advertising doesn't create a product advantage. It can only convey it.
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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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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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Imitation can be commercial suicide.
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Our job is to bring the dead facts to life.
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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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Persuasion is not a science but an art
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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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Creativity is the most practical thing a businessman can employ.
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Today's smartest advertising style is tomorrow's corn.
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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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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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Advertising is the art of persuasion.
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