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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
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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
Past
Ads
Thing
Traps
Good
Isolation
Research
Design
Moment
Moments
Another
Trap
More quotes by William Bernbach
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
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
Word of mouth is the best medium of all.
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
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
Don't confuse good taste with the absence of taste.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
Creativity is the most practical thing a businessman can employ.
William Bernbach
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
I warn you against believing that advertising is a science.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
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
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
A principle isn't a principle until it costs you something.
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
The heart of creativity is discipline.
William Bernbach
