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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
Unnoticed
Academic
Advertising
Design
Goes
Business
Else
Everything

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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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In communications, familiarity breeds apathy.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Properly practiced creativity can make one ad do the work of ten.
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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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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Don't confuse good taste with the absence of taste.
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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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Persuasion is 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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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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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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A principle isn't a principle until it costs you something.
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Advertising doesn't create a product advantage. It can only convey it.
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