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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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
Public
Belief
Circulate
Desire
Penetrates
Doe
Penetrate
Mind
Marketing
Good
Desires
Advertising
Information
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Today's smartest advertising style is tomorrow's corn.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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A principle isn't a principle until it costs you something.
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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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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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Properly practiced creativity can make one ad do the work of ten.
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The most powerful element in advertising is the truth.
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Word of mouth is the best medium of all.
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Don't confuse good taste with the absence of taste.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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Research can trap you into the past.
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Our job is to bring the dead facts to life.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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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.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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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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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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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