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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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
Human
Touch
Humans
Succeed
Without
Failing
Men
Move
People
Creative
Success
Artistry
Moving
Insight
Nature
Fail
More quotes by William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
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A principle isn't a principle until it costs you something.
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The most powerful element in advertising is the truth.
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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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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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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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Persuasion is not a science but an art
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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The difference between the forgettable and the enduring is artistry.
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In communications, familiarity breeds apathy.
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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?
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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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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Properly practiced creativity can make one ad do the work of ten.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
