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The most powerful element in advertising is the truth.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Advertising
Elements
Powerful
Truth
Element
Marketing

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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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?
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Today's smartest advertising style is tomorrow's corn.
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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.
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Nobody counts the number of ads you run they just remember the impression you make.
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In advertising, not to be different is virtually suicidal.
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Advertising is the art of persuasion.
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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.
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It's not just what you say that stirs people. It's the way that you say it.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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The heart of creativity is discipline.
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Advertising doesn't create a product advantage. It can only convey it.
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Creativity is the most practical thing a businessman can employ.
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In communications, familiarity breeds apathy.
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Adapt your techniques to an idea, not an idea to your techniques.
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Imitation can be commercial suicide.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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The difference between the forgettable and the enduring is artistry.
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