In communications, familiarity breeds apathy.
More Quotes from William Bernbach:
Advertising doesn't create a product advantage. It can only convey it.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.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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.
William Bernbach
We don't ask research to do what it was never meant to do, and that is to get an idea.
William Bernbach
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
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Next? Growing up to be Clint Eastwood, I hope.
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