Bill Bernbach Said #22

Number 22 in our Bernbach series...

"Technique for its own sake can be disastrous. Because, after a while, you're so anxious to do things differently, and do them better and funnier and more brilliantly than the next guy, that that becomes the goal of the ad, instead of the selling of the merchandise."

All the Bernbach pearls of advertising wisdom listed in our series so far can be seen here.


  1. When you posted this did you know that 80% of consumers where unaware of the change and new GAP logo?

    That all the buzz was created by 20% of the twitter and tec inclined design and add people.


  2. Sorry, I'm not sure I see the link? Or maybe this is just spam and I'm talking to myself?


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