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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.
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
Well
Blossom
Need
Cultivate
Right
Seed
Needs
Soil
Good
Seeds
Thinking
Flower
True
Wells
More quotes by William Bernbach
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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A principle isn't a principle until it costs you something.
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Word of mouth is the best medium of all.
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Creativity is the most practical thing a businessman can employ.
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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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The most powerful element in advertising is the truth.
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Nobody counts the number of ads you run they just remember the impression you make.
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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.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
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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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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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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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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The heart of creativity is discipline.
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Properly practiced creativity can make one ad do the work of ten.
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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 real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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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
Persuasion is not a science but an art
William Bernbach
