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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
The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
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
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
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
If your advertising goes unnoticed, everything else is academic!
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
Word of mouth is the best medium of all.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
Don't confuse good taste with the absence of taste.
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
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
In advertising, not to be different is virtually suicidal.
William Bernbach
