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

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
Tomorrow
Style
Business
Today
Smartest
Corn

More quotes by William Bernbach

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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
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The heart of creativity is discipline.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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Research can trap you into the past.
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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.
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A principle isn't a principle until it costs you something.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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Properly practiced creativity can make one ad do the work of ten.
William Bernbach
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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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
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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
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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.
William Bernbach
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I warn you against believing that advertising is a science.
William Bernbach
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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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
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The most powerful element in advertising is the truth.
William Bernbach