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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
Busy
Listening
Create
Opinion
Public
Forget
Measuring
Mold
Statistics
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Research can trap you into the past.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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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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Imitation can be commercial suicide.
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I warn you against believing that advertising is a science.
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Word of mouth is the best medium of all.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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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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