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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
Idea
Ideas
Adapt
Techniques
Technique

More quotes by William Bernbach

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The heart of creativity is discipline.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Properly practiced creativity can make one ad do the work of ten.
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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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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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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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Today's smartest advertising style is tomorrow's corn.
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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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Creativity is the most practical thing a businessman can employ.
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Advertising is the art of persuasion.
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Because an appeal makes logical sense is no guarantee that it will work.
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The difference between the forgettable and the enduring is artistry.
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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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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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In advertising, not to be different is virtually suicidal.
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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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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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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.
William Bernbach