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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
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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
Looks
Impeccably
Many
Groomed
Good
Ads
People
Insurance
Dull
Humorous
Advertising
Looked
More quotes by William Bernbach
Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
If your advertising goes unnoticed, everything else is academic!
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
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
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
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
The difference between the forgettable and the enduring is artistry.
William Bernbach
Research can trap you into the past.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
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
I warn you against believing that advertising is a science.
William Bernbach
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
