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Don't confuse good taste with the absence of taste.
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
Confuse
Absence
Taste
Good
More quotes by William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
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Research can trap you into the past.
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I warn you against believing that advertising is a science.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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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.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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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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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.
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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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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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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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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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It's not just what you say that stirs people. It's the way that you say it.
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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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