Quote

Our job is to bring the dead facts to life.

William Bernbach

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Bring
Jobs
Facts
Life
Adverts
Advertising
Design
Dead

More quotes by William Bernbach

Image
A principle isn't a principle until it costs you something.
William Bernbach
Image
Research can trap you into the past.
William Bernbach
Image
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.
William Bernbach
Image
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William Bernbach
Image
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
Image
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach
Image
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
Image
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Image
The most powerful element in advertising is the truth.
William Bernbach
Image
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
Image
Advertising is the art of persuasion.
William Bernbach
Image
The heart of creativity is discipline.
William Bernbach
Image
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Image
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Image
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
Image
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.
William Bernbach
Image
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
Image
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.
William Bernbach
Image
Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach