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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
Going
Always
Belongs
Brave
Tomorrow
Future
Understand
Business

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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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It's not just what you say that stirs people. It's the way that you say it.
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In communications, familiarity breeds apathy.
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Because an appeal makes logical sense is no guarantee that it will work.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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In advertising, not to be different is virtually suicidal.
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Don't confuse good taste with the absence of taste.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Our job is to bring the dead facts to life.
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Advertising is the art of persuasion.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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I warn you against believing that advertising is a science.
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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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