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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
Corn
Advertising
Tomorrow
Style
Business
Today
Smartest

More quotes by William Bernbach

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In communications, familiarity breeds apathy.
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.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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Persuasion is not a science but an art
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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.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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If your advertising goes unnoticed, everything else is academic!
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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The heart of creativity is discipline.
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A principle isn't a principle until it costs you something.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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Imitation can be commercial suicide.
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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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Don't confuse good taste with the absence of taste.
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
William Bernbach
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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.
William Bernbach