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Because an appeal makes logical sense is no guarantee that it will work.

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
Makes
Work
Guarantee
Appeal
Guarantees
Appeals
Logical
Sense

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In communications, familiarity breeds apathy.
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Properly practiced creativity can make one ad do the work of ten.
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The heart of creativity is discipline.
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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 may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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In advertising, not to be different is virtually suicidal.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Advertising doesn't create a product advantage. It can only convey it.
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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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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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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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Imitation can be commercial suicide.
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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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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 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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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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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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The most powerful element in advertising is the truth.
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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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