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A principle isn't a principle until it costs you something.

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
Principles
Something
Costs
Principle
Cost

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Because an appeal makes logical sense is no guarantee that it will work.
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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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Research can trap you into the past.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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In communications, familiarity breeds apathy.
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Don't confuse good taste with the absence of taste.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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.
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The heart of creativity is discipline.
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I warn you against believing that advertising is a science.
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Creativity is the most practical thing a businessman can employ.
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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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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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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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Word of mouth is the best medium of all.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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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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Our job is to bring the dead facts to life.
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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.
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