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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

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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
Statistics
Busy
Listening
Create
Opinion
Public
Forget
Measuring
Mold

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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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Word of mouth is the best medium of all.
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Because an appeal makes logical sense is no guarantee that it will work.
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A principle isn't a principle until it costs you something.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Advertising is the art of persuasion.
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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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Properly practiced creativity can make one ad do the work of ten.
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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.
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The heart of creativity is discipline.
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Research can trap you into the past.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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Our job is to bring the dead facts to life.
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Imitation can be commercial suicide.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Nobody counts the number of ads you run they just remember the impression you make.
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