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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
Costs
Principle
Cost
Principles
Something

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Imitation can be commercial suicide.
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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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I warn you against believing that advertising is a science.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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The difference between the forgettable and the enduring is artistry.
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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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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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Advertising is the art of persuasion.
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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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Research can trap you into the past.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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If your advertising goes unnoticed, everything else is academic!
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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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The heart of creativity is discipline.
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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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In communications, familiarity breeds apathy.
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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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