In advertising, not to be different is virtually suicidal.
William BernbachRead
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.
Interpretation
What this quote means
The effectiveness of an advertisement is context-dependent, varying with time and circumstances.
William Bernbach suggests that advertisements cannot be judged as purely good or bad on their own; rather, their value is influenced by the context in which they are placed and the audience's current perceptions. He highlights the importance of understanding that what may be regarded as effective advertising at one time can lose its effectiveness as situations and consumer sentiments evolve, cautioning against solely relying on past research in a dynamic field like advertising.
Themes
AdvertisingContextPerceptionResearchChange
In practice
Example use cases
During a marketing seminar to illustrate the need for adaptability in advertising strategies.
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
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 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
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