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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
Success
Artistry
Moving
Insight
Nature
Fail
Human
Touch
Humans
Succeed
Without
Failing
Men
Move
People
Creative
More quotes by William Bernbach
Properly practiced creativity can make one ad do the work of ten.
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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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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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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 difference between the forgettable and the enduring is artistry.
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If your advertising goes unnoticed, everything else is academic!
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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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Advertising doesn't create a product advantage. It can only convey it.
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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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In advertising, not to be different is virtually suicidal.
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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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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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It's not just what you say that stirs people. It's the way that you say it.
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Word of mouth is the best medium of all.
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In communications, familiarity breeds apathy.
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A principle isn't a principle until it costs you something.
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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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Creativity is the most practical thing a businessman can employ.
William Bernbach
