In advertising, not to be different is virtually suicidal.
William BernbachRead
In communications, familiarity breeds apathy.
Interpretation
What this quote means
Familiarity can lead to a lack of interest or engagement in communication over time.
This quote by William Bernbach highlights the idea that the more we become accustomed to something, the less we may appreciate it. In the context of communication, this suggests that when people hear the same messages repeatedly or grow too familiar with a subject, they may become indifferent, leading to decreased attentiveness and emotional investment.
Themes
FamiliarityApathyCommunicationEngagementInterest
In practice
Example use cases
This quote would be apt in a discussion about marketing strategies that rely too heavily on repetitive messaging.
More from William Bernbach
All quotes βDon'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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