William Bernbach - Quotes

There are 25 quotes by William Bernbach at 95quotes.com. Find your favorite quotations and top quotes by William Bernbach from this hand-picked collection . Feel free to share these quotes and sayings on Facebook, Pinterest, Tumblr & Twitter or any of your favorite social networking sites.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

The most powerful element in advertising is the truth. ---->>>

I warn you against believing that advertising is a science. ---->>>

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

An idea can turn to dust or magic, depending on the talent that rubs against it. ---->>>

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message. ---->>>

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive. ---->>>

Today's smartest advertising style is tomorrow's corn. ---->>>

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. ---->>>

Advertising doesn't create a product advantage. It can only convey it. ---->>>

In advertising not to be different is virtually suicidal. ---->>>

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. ---->>>

Nobody counts the number of ads you run; they just remember the impression you make. ---->>>

We don't ask research to do what it was never meant to do, and that is to get an idea. ---->>>

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before. ---->>>

Because an appeal makes logical sense is no guarantee that it will work. ---->>>

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen. ---->>>

Properly practiced creativity can make one ad do the work of ten. ---->>>

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. ---->>>

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull? ---->>>

If your advertising goes unnoticed, everything else is academic. ---->>>

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. ---->>>

Our job is to bring the dead facts to life. ---->>>

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway. ---->>>


Nationality: American
Born: 08-13, 1911
Birthplace: New York City, State of New York, United States of America
Die: 10-02, 1982
Occupation: Businessman

William "Bill" Bernbach (August 13, 1911 – October 2, 1982) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). He directed many of the firm's breakthrough ad campaigns and had a lasting impact on the creative team structures now commonly used by ad agencies (wikipedia)