William Bernbach Quotes

53 quotes in 588 categories

• Imitation can be commercial suicide. Commercial
• Our job is to bring the dead facts to life. Bring
• 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… Ad
• Rules are what the artist breaks; the memorable never emerged from a formula. Artist
• The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas. Been
• 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… Busy
• 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… Don T
• Properly practiced creativity can make one ad do the work of ten. Ad
• The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know… Believe
• Let us prove to the world that good taste, good art, and good writing can be good selling. Art
• Good advertising does not just circulate information. It penetrates the public mind with desires and belief. Advertising
• Advertising doesn't create a product advantage. It can only convey it. Advantage
• The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not… Advertising
• 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… Advantage
• The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail. Artistry
• 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… All
• Don't confuse good taste with the absence of taste. Absence
• It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors. Advantage
• The heart of creativity is discipline. Creativity
• A principle isn't a principle until it costs you something. Cost

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