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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
Techniques
Technique
Idea
Ideas
Adapt

More quotes by William Bernbach

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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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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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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Our job is to bring the dead facts to life.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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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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Imitation can be commercial suicide.
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Don't confuse good taste with the absence of taste.
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In advertising, not to be different is virtually suicidal.
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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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If your advertising goes unnoticed, everything else is academic!
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In communications, familiarity breeds apathy.
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Research can trap you into the past.
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Word of mouth is the best medium of all.
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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 most powerful element in advertising is the truth.
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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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Today's smartest advertising style is tomorrow's corn.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach