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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
Wells
Competitors
Well
Unfair
Take
Allowed
Advantage
Creativity
Lasts
Last
May
Legally
More quotes by William Bernbach
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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In advertising, not to be different is virtually suicidal.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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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.
William Bernbach
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Word of mouth is the best medium of all.
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If your advertising goes unnoticed, everything else is academic!
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Today's smartest advertising style is tomorrow's corn.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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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.
William Bernbach
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.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Persuasion is not a science but an art
William Bernbach
