William Bernbach Quotes

In advertising, not to be different is virtual suicide.

If all you're trying to do is essentially the same thing as your rivals, then it's unlikely that you'll be very successful.

Now if you go exactly where your competitors are, you're dead.

You should learn from your competitor, but never copy. Copy and you die.

Advertising is the price companies pay for being unoriginal.

I was always a guy who could score the ball as a kid, but everybody wanted to score. And I always wanted to be different in some type of way.

I live by the business model that there is a better than, a less than, or a different than. Those are the three categories. I chose to be different than. The one that's different than will stand out with the proper work ethic.

If you want to be around in 10 years you've got to do something to differentiate yourself from the pack.

In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.

You can't put yourself into competition with a magazine like 'Vogue.' You have to create something new, something different.

I think the idealism has always been marketing. Even back in the early days of Apple and the 'pirate' mentality, they were building a computer that they wanted to differentiate from IBM and Microsoft.

A product that wants to stand out needs different treatment.

You really need a unique selling proposition, and people need to care about that unique selling proposition.

If you run a business that isn't cutting edge or doesn't naturally stick out of the crowd, it's your job to be different and get attention.

You either have to be first, best, or different.

In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.

You have to be the first, best or different.

It's the power of the brand. We've never formally advertised.

In a maturing market it's not advisable to be always everybody's darling, because you get too thin.

It's hard to build a brand, competitively, and tell people what you do as well.

Don't change a thing. That's one of the best gimmicks a band could ever come up with.

There are so many magazines and so many editors out there that you have to be different.

A strategy delineates a territory in which a company seeks to be unique.

We can learn from IBM's successful history that you don't have to have the best product to become number one. You don't even have to have a good product.

What is your Unique Selling Proposition? What makes you different than your competitors? Wrap your advertising message around that USP and communicate it in a clear and concise manner.