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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
Adapt
Techniques
Technique
Idea
Ideas

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Because an appeal makes logical sense is no guarantee that it will work.
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Don't confuse good taste with the absence of taste.
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Nobody counts the number of ads you run they just remember the impression you make.
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I warn you against believing that advertising is a science.
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Advertising doesn't create a product advantage. It can only convey it.
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Imitation can be commercial suicide.
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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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Word of mouth is the best medium of all.
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The most powerful element in advertising is the truth.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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In advertising, not to be different is virtually suicidal.
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Research can trap you into the past.
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If your advertising goes unnoticed, everything else is academic!
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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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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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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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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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