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Imitation can be commercial suicide.
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
Imitation
Commercial
Suicide
Design
More quotes by William Bernbach
In communications, familiarity breeds apathy.
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Word of mouth is the best medium of all.
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Research can trap you into the past.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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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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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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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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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Advertising doesn't create a product advantage. It can only convey it.
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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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Our job is to bring the dead facts to life.
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Creativity is the most practical thing a businessman can employ.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Don't confuse good taste with the absence of taste.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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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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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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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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