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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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
Facts
Jumped
Ideas
Realm
Real
Giants
Always
Realms
Men
Poets
Poet
Design
Imagination
More quotes by William Bernbach
Creativity is the most practical thing a businessman can employ.
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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 have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Because an appeal makes logical sense is no guarantee that it will work.
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Properly practiced creativity can make one ad do the work of ten.
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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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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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A principle isn't a principle until it costs you something.
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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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Advertising doesn't create a product advantage. It can only convey it.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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In communications, familiarity breeds apathy.
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It's not just what you say that stirs people. It's the way that you say it.
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I warn you against believing that advertising is a science.
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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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