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
Practiced
Ads
Properly
Ten
Creativity
Belief
Work
Make

More quotes by William Bernbach

Image
Our job is to bring the dead facts to life.
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
Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
William Bernbach
Image
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.
William Bernbach
Image
The difference between the forgettable and the enduring is artistry.
William Bernbach
Image
Persuasion is not a science but an art
William Bernbach
Image
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Image
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Image
In communications, familiarity breeds apathy.
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
Advertising is the art of persuasion.
William Bernbach
Image
Don't confuse good taste with the absence of taste.
William Bernbach
Image
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Image
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.
William Bernbach
Image
Today's smartest advertising style is tomorrow's corn.
William Bernbach
Image
In advertising, not to be different is virtually suicidal.
William Bernbach
Image
A principle isn't a principle until it costs you something.
William Bernbach