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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.
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
Nothing
Something
Always
People
Nobody
Stand
Find
More quotes by William Bernbach
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.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
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.
William Bernbach
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
William Bernbach
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.
William Bernbach
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
Research can trap you into the past.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Advertising is the art of persuasion.
William Bernbach
The heart of creativity is discipline.
William Bernbach
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.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
