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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.

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
Right
Guts
Feel
Product
Feels
Products
Thing
Listen
Way
Nobody
People
Happen
Happens
Nothing

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Today's smartest advertising style is tomorrow's corn.
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The heart of creativity is discipline.
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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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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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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.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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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.
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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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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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I warn you against believing that advertising is a science.
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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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Creativity is the most practical thing a businessman can employ.
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In advertising, not to be different is virtually suicidal.
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Word of mouth is the best medium of all.
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Properly practiced creativity can make one ad do the work of ten.
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The difference between the forgettable and the enduring is artistry.
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Advertising is the art of persuasion.
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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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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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