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The heart of creativity is discipline.

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
Discipline
Creativity
Heart

More quotes by William Bernbach

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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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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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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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Adapt your techniques to an idea, not an idea to your techniques.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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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.
William Bernbach
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The most powerful element in advertising is the truth.
William Bernbach
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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
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Research can trap you into the past.
William Bernbach
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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.
William Bernbach
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Today's smartest advertising style is tomorrow's corn.
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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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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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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
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In communications, familiarity breeds apathy.
William Bernbach
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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
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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Imitation can be commercial suicide.
William Bernbach
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In advertising, not to be different is virtually suicidal.
William Bernbach