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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.
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
Product
Fail
Products
Failing
Design
Ads
Great
Campaign
Make
Campaigns
People
Faster
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Don't confuse good taste with the absence of taste.
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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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Word of mouth is the best medium of all.
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Our job is to bring the dead facts to life.
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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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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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A principle isn't a principle until it costs you something.
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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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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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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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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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
William Bernbach
