In advertising, not to be different is virtually suicidal.
William BernbachRead
Imitation can be commercial suicide.
Interpretation
Imitating others in business can lead to failure.
William Bernbach's quote highlights the dangers of imitation in the commercial world. By solely copying others, businesses risk losing their unique identity, which can ultimately lead to their downfall, as authenticity and innovation are key to success in a competitive marketplace.
In practice
In a presentation about brand identity, use this quote to stress the importance of originality.
In advertising, not to be different is virtually suicidal.
Don't confuse good taste with the absence of taste.
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.
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.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
Let us prove to the world that good taste, good art, and good writing can be good selling.
There is one and only one social responsibility of business - to use it resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.
In a period of economic downturn, the overwhelming instinct is to pare back, cut costs, and lay off. If you do that, do so with your strategy in mind. The worst mistake is to cut across the board. Instead, reconnect and recommit to a clear strategy that will distinguish yourself from others.
The concept of disruption is about competitive response; it is not a theory of growth. It's adjacent to growth. But it's not about growth.
Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
No one knows the cost of a defective product - don't tell me you do. You know the cost of replacing it, but not the cost of a dissatisfied customer.
I think that the direct conversation is exactly what companies need to earn trust of customers. Admit an error. Fix a problem. Commit to doing better. That is only human.
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