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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
Create
Opinion
Public
Forget
Measuring
Mold
Statistics
Busy
Listening

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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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Creativity is the most practical thing a businessman can employ.
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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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Research can trap you into the past.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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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.
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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.
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Nobody counts the number of ads you run they just remember the impression you make.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Because an appeal makes logical sense is no guarantee that it will work.
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I warn you against believing that advertising is a science.
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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.
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Imitation can be commercial suicide.
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Advertising is the art of persuasion.
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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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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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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 fundamentally persuasion and persuasion happens to be not a science, but an art.
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