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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

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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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It's not just what you say that stirs people. It's the way that you say it.
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Imitation can be commercial suicide.
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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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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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Today's smartest advertising style is tomorrow's corn.
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Advertising is the art of persuasion.
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In advertising, not to be different is virtually suicidal.
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Adapt your techniques to an idea, not an idea to your techniques.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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Because an appeal makes logical sense is no guarantee that it will work.
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If your advertising goes unnoticed, everything else is academic!
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Research can trap you into the past.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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Rules are what the artist breaks the memorable never emerged from a formula.
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