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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 most powerful element in advertising is the truth.
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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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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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Advertising is the art of persuasion.
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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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A principle isn't a principle until it costs you something.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Don't confuse good taste with the absence of taste.
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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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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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Persuasion is not a science but an art
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Advertising doesn't create a product advantage. It can only convey it.
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Research can trap you into the past.
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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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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.
William Bernbach