Quote

It's not just what you say that stirs people. It's the way that you say it.

William Bernbach

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Stirs
Way
People

More quotes by William Bernbach

Image
Our job is to bring the dead facts to life.
William Bernbach
Image
Imitation can be commercial suicide.
William Bernbach
Image
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
Image
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.
William Bernbach
Image
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.
William Bernbach
Image
I warn you against believing that advertising is a science.
William Bernbach
Image
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.
William Bernbach
Image
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
Image
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
Don't confuse good taste with the absence of taste.
William Bernbach
Image
The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
William Bernbach
Image
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
Image
Today's smartest advertising style is tomorrow's corn.
William Bernbach
Image
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.
William Bernbach
Image
Creativity is the most practical thing a businessman can employ.
William Bernbach
Image
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
Image
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Image
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
William Bernbach
Image
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Image
Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach