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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

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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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Because an appeal makes logical sense is no guarantee that it will work.
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The most powerful element in advertising is the truth.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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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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Advertising doesn't create a product advantage. It can only convey it.
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Our job is to bring the dead facts to life.
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Nobody counts the number of ads you run they just remember the impression you make.
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Word of mouth is the best medium of all.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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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 heart of creativity is discipline.
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In communications, familiarity breeds apathy.
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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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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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