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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.

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
Levels
Shapers
Media
Professionally
Help
Lift
Society
Lifts
Use
Onto
Business
Mass
Helping
Level
Higher

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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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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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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Creativity is the most practical thing a businessman can employ.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Today's smartest advertising style is tomorrow's corn.
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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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Word of mouth is the best medium of all.
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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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Advertising doesn't create a product advantage. It can only convey it.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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Research can trap you into the past.
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Imitation can be commercial suicide.
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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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