In advertising, not to be different is virtually suicidal.
William BernbachRead
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.
Interpretation
Creativity in marketing leads to impactful sales and stand-out messaging.
William Bernbach emphasizes the importance of creativity in the practice of marketing and sales. He suggests that when creativity is executed effectively, it can differentiate your message from the competition, making it more compelling and persuasive to consumers, ultimately boosting sales in a more efficient manner.
In practice
This quote could be used in a marketing workshop to inspire participants.
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.
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.
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.
Great advertising, in and of itself, becomes a benefit of the product.
Great marketing only makes a bad product fail faster.
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
Advertising tends to be most effective in jogging finally into action those people who are well-enough disposed towards a product, but have not yet got around to buying it.
A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
Personalizatio n wasn't supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need.
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