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The difference between the forgettable and the enduring is artistry.

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
Forgettable
Artistry
Enduring
Endure
Difference
Differences

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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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Our job is to bring the dead facts to life.
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In advertising, not to be different is virtually suicidal.
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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.
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Properly practiced creativity can make one ad do the work of ten.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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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The most powerful element in advertising is the truth.
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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.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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In communications, familiarity breeds apathy.
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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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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.
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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.
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