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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.

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
Brave
Tomorrow
Future
Understand
Business
Going
Always
Belongs

More quotes by William Bernbach

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Research can trap you into the past.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Nobody counts the number of ads you run they just remember the impression you make.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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Persuasion is not a science but an art
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If your advertising goes unnoticed, everything else is academic!
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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Adapt your techniques to an idea, not an idea to your techniques.
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I warn you against believing that advertising is a science.
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The difference between the forgettable and the enduring is artistry.
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The most powerful element in advertising is the truth.
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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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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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In communications, familiarity breeds apathy.
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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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