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
What this quote means
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.
Themes
CreativityMarketingSalesPersuasionDifferentiation
In practice
Example use cases
This quote could be used in a marketing workshop to inspire participants.
More from William Bernbach
All quotes →Don't confuse good taste with the absence of taste.
William BernbachRead
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.
William BernbachRead
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William BernbachRead
Let us prove to the world that good taste, good art, and good writing can be good selling.
William BernbachRead
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 BernbachRead
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