William Bernbach

With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what…

— William Bernbach

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

— William Bernbach

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They…

— William Bernbach

Imitation can be commercial suicide.

— William Bernbach

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize…

— William Bernbach

Rules are what the artist breaks; the memorable never emerged from a formula.

— William Bernbach

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

— William Bernbach

Word of mouth is the best medium of all.

— William Bernbach

Research can trap you into the past.

— William Bernbach

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your…

— William Bernbach

The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world…

— William Bernbach

If your advertising goes unnoticed, everything else is academic!

— William Bernbach

Nobody counts the number of ads you run; they just remember the impression you make.

— William Bernbach

It's not just what you say that stirs people. It's the way that you say it.

— William Bernbach

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he…

— William Bernbach

You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way…

— William Bernbach

An idea can turn to dust or magic, depending on the talent that rubs against it.

— William Bernbach

If you stand for something, you will always find some people for you and some people against you. If you stand for…

— William Bernbach

Because an appeal makes logical sense is no guarantee that it will work.

— William Bernbach

Properly practiced creativity can make one ad do the work of ten.

— William Bernbach

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

— William Bernbach

Advertising doesn't create a product advantage. It can only convey it.

— William Bernbach

Don't confuse good taste with the absence of taste.

— William Bernbach

Let us prove to the world that good taste, good art, and good writing can be good selling.

— William Bernbach

The most powerful element in advertising is the truth.

— William Bernbach