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Adapt your techniques to an idea, not an idea to your techniques.

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
Technique
Idea
Ideas
Adapt
Techniques

More quotes by William Bernbach

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Imitation can be commercial suicide.
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In communications, familiarity breeds apathy.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Creativity is the most practical thing a businessman can employ.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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Because an appeal makes logical sense is no guarantee that it will work.
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The heart of creativity is discipline.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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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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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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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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In advertising, not to be different is virtually suicidal.
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Today's smartest advertising style is tomorrow's corn.
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If your advertising goes unnoticed, everything else is academic!
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