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In advertising, not to be different is virtual suicide. - William Bernbach Quotes

In advertising, not to be different is virtual suicide.

William Bernbach

 Advertising American Novelist
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. - William Bernbach Quotes

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.

William Bernbach

 American Businessman
Nobody counts the number of ads you run; they just remember the impression you make. - William Bernbach Quotes

Nobody counts the number of ads you run; they just remember the impression you make.

William Bernbach

 American Businessman

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level. - William Bernbach Quotes

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.

William Bernbach

 
If your advertising goes unnoticed, everything else is academic! - William Bernbach Quotes

If your advertising goes unnoticed, everything else is academic!

William Bernbach

 
Advertising doesn't create a product advantage. It can only convey it. - William Bernbach Quotes

Advertising doesn't create a product advantage. It can only convey it.

William Bernbach

 Advantage American Businessman

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? - William Bernbach Quotes

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?

William Bernbach

 American Businessman
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 about a man you can touch him at the core of his being. - William Bernbach Quotes

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 about a man you can touch him at the core of his being.

William Bernbach

 Action
Our job is to bring the dead facts to life. - William Bernbach Quotes

Our job is to bring the dead facts to life.

William Bernbach

 American Businessman

An idea can turn to dust or magic, depending on the talent that rubs against it. - William Bernbach Quotes

An idea can turn to dust or magic, depending on the talent that rubs against it.

William Bernbach

 American Businessman Motivational Quote of the Day
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. - William Bernbach Quotes

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.

William Bernbach

 Advantage American Businessman
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. - William Bernbach Quotes

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

William Bernbach

 Advertising American Businessman
In communications, familiarity breeds apathy. - William Bernbach Quotes

In communications, familiarity breeds apathy.

William Bernbach

 American Businessman Apathy
Because an appeal makes logical sense is no guarantee that it will work. - William Bernbach Quotes

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

William Bernbach

 American Businessman
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 Quotes

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

 American Businessman

Word of mouth is the best medium of all. - William Bernbach Quotes

Word of mouth is the best medium of all.

William Bernbach

 American Businessman
Today's smartest advertising style is tomorrow's corn. - William Bernbach Quotes

Today's smartest advertising style is tomorrow's corn.

William Bernbach

 Advertising American Businessman
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. - William Bernbach Quotes

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.

William Bernbach

 American Businessman
Advertising isn't a science. It's persuasion. And persuasion is an art. - William Bernbach Quotes

Advertising isn't a science. It's persuasion. And persuasion is an art.

William Bernbach

 Advertising American Businessman
We don't ask research to do what it was never meant to do, and that is to get an idea. - William Bernbach Quotes

We don't ask research to do what it was never meant to do, and that is to get an idea.

William Bernbach

 American Businessman Ask
In advertising not to be different is virtually suicidal. - William Bernbach Quotes

In advertising not to be different is virtually suicidal.

William Bernbach

 Advertising American Businessman
Properly practiced creativity can make one ad do the work of ten. - William Bernbach Quotes

Properly practiced creativity can make one ad do the work of ten.

William Bernbach

 American Businessman Creativity
The most powerful element in advertising is the truth. - William Bernbach Quotes

The most powerful element in advertising is the truth.

William Bernbach

 Advertising American Businessman
The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've 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 until you say things imaginatively, originally, freshly. - William Bernbach Quotes

The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've 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 until you say things imaginatively, originally, freshly.

William Bernbach

 Believe Persuasion
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. - William Bernbach Quotes

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.

William Bernbach

 American Businessman
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. - William Bernbach Quotes

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

William Bernbach

 American Businessman
With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it. - William Bernbach Quotes

With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.

William Bernbach

 
I warn you against believing that advertising is a science. - William Bernbach Quotes

I warn you against believing that advertising is a science.

William Bernbach

 Advertising American Businessman
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. - William Bernbach Quotes

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.

William Bernbach

 Advertising American Businessman
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