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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
Belongs
Brave
Tomorrow
Future
Understand
Business
Going
Always

More quotes by William Bernbach

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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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Advertising doesn't create a product advantage. It can only convey it.
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In advertising, not to be different is virtually suicidal.
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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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Advertising is the art of persuasion.
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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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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Research can trap you into the past.
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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.
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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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Don't confuse good taste with the absence of taste.
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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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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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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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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 heart of creativity is discipline.
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A principle isn't a principle until it costs you something.
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Adapt your techniques to an idea, not an idea to your techniques.
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