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If your advertising goes unnoticed, everything else is academic!

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
Everything
Unnoticed
Academic
Advertising
Design
Goes
Business
Else

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The heart of creativity is discipline.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Don't confuse good taste with the absence of taste.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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Persuasion is not a science but an art
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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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In communications, familiarity breeds apathy.
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Advertising is the art of persuasion.
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