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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
Understand
Business
Going
Always
Belongs
Brave
Tomorrow
Future

More quotes by 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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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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Research can trap you into the past.
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Adapt your techniques to an idea, not an idea to your techniques.
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The difference between the forgettable and the enduring is artistry.
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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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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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Because an appeal makes logical sense is no guarantee that it will work.
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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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In communications, familiarity breeds apathy.
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I warn you against believing that advertising is a science.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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Rules are what the artist breaks the memorable never emerged from a formula.
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A principle isn't a principle until it costs you something.
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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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Advertising is the art of persuasion.
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Don't confuse good taste with the absence of taste.
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If your advertising goes unnoticed, everything else is academic!
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