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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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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
William Bernbach
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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
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Word of mouth is the best medium of all.
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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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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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Today's smartest advertising style is tomorrow's corn.
William Bernbach
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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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Persuasion is not a science but an art
William Bernbach
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In communications, familiarity breeds apathy.
William Bernbach
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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.
William Bernbach
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The most powerful element in advertising is the truth.
William Bernbach
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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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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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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.
William Bernbach
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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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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach