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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
Principle
Cost
Principles
Something
Costs
More quotes by William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
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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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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The heart of creativity is discipline.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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Advertising doesn't create a product advantage. It can only convey it.
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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
Word of mouth is the best medium of all.
William Bernbach
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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Research can trap you into the past.
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Our job is to bring the dead facts to life.
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The most powerful element in advertising is the truth.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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In communications, familiarity breeds apathy.
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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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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
