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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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
Take
Allowed
Advantage
Creativity
Lasts
Last
May
Legally
Wells
Competitors
Well
Unfair
More quotes by William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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Our job is to bring the dead facts to life.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Because an appeal makes logical sense is no guarantee that it will work.
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The most powerful element in advertising is the truth.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Advertising doesn't create a product advantage. It can only convey it.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Adapt your techniques to an idea, not an idea to your techniques.
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Creativity is the most practical thing a businessman can employ.
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Word of mouth is the best medium of all.
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Nobody counts the number of ads you run they just remember the impression you make.
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Research can trap you into the past.
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