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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.
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
Real
Good
Displaces
World
Energetic
Passive
Advertising
Drive
Evil
Doesn
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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.
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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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I warn you against believing that advertising is a science.
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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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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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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.
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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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The heart of creativity is discipline.
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Persuasion is not a science but an art
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Word of mouth is the best medium of all.
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The difference between the forgettable and the enduring is artistry.
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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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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.
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Our job is to bring the dead facts to life.
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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.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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