William Bernbach Quotes - Page 2

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Advertising Art Business Creativity Design Human Nature Marketing

Let us prove to the world that good taste, good art, and good writing can be good selling.

William Bernbach

Art, Writing, Taste

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In communications, familiarity breeds apathy.

William Bernbach

Communication, Apathy, Familiarity

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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.

William Bernbach

Brave, Tomorrow

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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?

William Bernbach

Humorous, People, Looks

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Imitation can be commercial suicide.

William Bernbach

Suicide, Design, Imitation

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

William Bernbach

Business, Advertising, Advantage

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Advertising is the art of persuasion.

William Bernbach

Art, Advertising, Persuasion

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Word of mouth is the best medium of all.

William Bernbach

Funny Inspirational, Business, Media

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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.

William Bernbach

Business, Media, Use

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

William Bernbach

Guarantees That, Guarantees, Logical

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The difference between the forgettable and the enduring is artistry.

William Bernbach

Differences, Endure, Artistry

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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

William Bernbach

Mind, Marketing, Desire

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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 Bernbach

Creativity, Design, Swamps

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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.

William Bernbach

Writing, Keys, Skills

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

William Bernbach

People, Design, Campaigns

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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

William Bernbach

Success, Moving, Men

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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.

William Bernbach

Past, Design, Research

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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

William Bernbach

Looks, Theme, Consumers

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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.

William Bernbach

Fall, Matter, Gimmicks

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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.

William Bernbach

Weed, Jobs, Shining

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A principle isn't a principle until it costs you something.

William Bernbach

Principles, Cost, Advertising Business

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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.

William Bernbach

Flower, Thinking, Needs

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Don't confuse good taste with the absence of taste.

William Bernbach

Taste, Absence, Good Taste

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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 Bernbach

Business, Men, Listening

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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.

William Bernbach

Substance, Advertising, Forget

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Born: August 3, 1911
Died: October 2, 1982
Cite this Page: Citation

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