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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
Enduring
Endure
Difference
Differences
Forgettable
Artistry

More quotes by William Bernbach

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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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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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Don't confuse good taste with the absence of taste.
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The heart of creativity is discipline.
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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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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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Nobody counts the number of ads you run they just remember the impression you make.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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If your advertising goes unnoticed, everything else is academic!
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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A principle isn't a principle until it costs you something.
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In advertising, not to be different is virtually suicidal.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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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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