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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.

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
Disappear
Logic
Emotion
Idea
Sterilize
Ideas
Analyse
Love
Disappears
Like
Analysis
Advertising

More quotes by William Bernbach

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I warn you against believing that advertising is a science.
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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.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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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.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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Properly practiced creativity can make one ad do the work of ten.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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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.
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In advertising, not to be different is virtually suicidal.
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The heart of creativity is discipline.
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Advertising is the art of persuasion.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Our job is to bring the dead facts to life.
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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's not just what you say that stirs people. It's the way that you say it.
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