Design Quote by William Bernbach

Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these…

— William Bernbach

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something…

— William Bernbach

All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or…

— William Bernbach

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably…

— William Bernbach

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the…

— William Bernbach

The difference between the forgettable and the enduring is artistry.

— William Bernbach

In communications, familiarity breeds apathy.

— William Bernbach

Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

— William Bernbach

Today's smartest advertising style is tomorrow's corn.

— William Bernbach

In advertising, not to be different is virtually suicidal.

— William Bernbach

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,…

— William Bernbach

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research…

— William Bernbach