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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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In advertising, not to be different is virtually suicidal.
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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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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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Word of mouth is the best medium of all.
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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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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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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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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Our job is to bring the dead facts to life.
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Persuasion is not a science but an art
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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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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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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A principle isn't a principle until it costs you something.
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