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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
Suicide
Design
Imitation
Commercial
More quotes by William Bernbach
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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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The heart of creativity is discipline.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Our job is to bring the dead facts to life.
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Word of mouth is the best medium of all.
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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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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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Because an appeal makes logical sense is no guarantee that it will work.
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Persuasion is not a science but an art
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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.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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A principle isn't a principle until it costs you something.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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.
William Bernbach