Quote

Properly practiced creativity can make one ad do the work of ten.

William Bernbach

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Make
Practiced
Ads
Properly
Ten
Creativity
Belief
Work

More quotes by William Bernbach

Image
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.
William Bernbach
Image
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
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.
William Bernbach
Image
A principle isn't a principle until it costs you something.
William Bernbach
Image
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Image
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.
William Bernbach
Image
If your advertising goes unnoticed, everything else is academic!
William Bernbach
Image
In communications, familiarity breeds apathy.
William Bernbach
Image
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.
William Bernbach
Image
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.
William Bernbach
Image
Don't confuse good taste with the absence of taste.
William Bernbach
Image
Creativity is the most practical thing a businessman can employ.
William Bernbach
Image
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
Image
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Image
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
William Bernbach
Image
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
Image
Research can trap you into the past.
William Bernbach
Image
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
Image
Persuasion is not a science but an art
William Bernbach
Image
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach