William Bernbach Quotes - Page 2

Quotes about:

• 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

  21 Copy quote

• 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

  11 Copy quote

• The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

  William Bernbach

  Powerful, Believe, Book

  25 Copy quote

• Persuasion is not a science but an art

  William Bernbach

  Art, Persuasion, Great Advertising

  7 Copy quote

• Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

  William Bernbach

  Like Love, Ideas, Analysis

  7 Copy quote

• 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

  5 Copy quote

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

  William Bernbach

  Creativity, Belief, Ads

  8 Copy quote

• 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

  18 Copy quote

• In communications, familiarity breeds apathy.

  William Bernbach

  Communication, Apathy, Familiarity

  8 Copy quote

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

  William Bernbach

  Art, Writing, Taste

  21 Copy quote

• The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

  William Bernbach

  Real, Men, Ideas

  8 Copy quote

• 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

  8 Copy quote

• 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

  5 Copy quote

• Word of mouth is the best medium of all.

  William Bernbach

  Funny Inspirational, Business, Media

  21 Copy quote

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

  William Bernbach

  Mind, Marketing, Desire

  8 Copy quote

• 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

  23 Copy quote

• Imitation can be commercial suicide.

  William Bernbach

  Suicide, Design, Imitation

  5 Copy quote

• Advertising is the art of persuasion.

  William Bernbach

  Art, Advertising, Persuasion

  9 Copy quote

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

  William Bernbach

  Business, Advertising, Advantage

  8 Copy quote

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

  William Bernbach

  Guarantees That, Guarantees, Logical

  8 Copy quote

• The difference between the forgettable and the enduring is artistry.

  William Bernbach

  Differences, Endure, Artistry

  13 Copy quote

• 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

  57 Copy quote

• 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

  9 Copy quote

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

  William Bernbach

  Taste, Absence, Good Taste

  6 Copy quote

• 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

  10 Copy quote

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