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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
Energetic
World
Passive
Advertising
Drive
Evil
Doesn
Real
Displaces
Good

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The difference between the forgettable and the enduring is artistry.
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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.
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Research can trap you into the past.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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Advertising is the art of persuasion.
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Our job is to bring the dead facts to life.
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I warn you against believing that advertising is a science.
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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?
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Adapt your techniques to an idea, not an idea to your techniques.
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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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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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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach