William Bernbach Quotes

28 William Bernbach quotes:

"Today's smartest advertising style is tomorrow's corn."
"Advertising isn't a science. It's persuasion. And persuasion is an art."
"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."
"We don't ask research to do what it was never meant to do, and that is to get an idea."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"If your advertising goes unnoticed, everything else is academic."
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
"Advertising doesn't create a product advantage. It can only convey it."
"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."
"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."
"Word of mouth is the best medium of all."
"The most powerful element in advertising is the truth."
"I warn you against believing that advertising is a science."
"In advertising not to be different is virtually suicidal."
"An idea can turn to dust or magic, depending on the talent that rubs against it."
"Properly practiced creativity can make one ad do the work of ten."
"In communications, familiarity breeds apathy."
Author: Bernbach Quotes Category: American Businessman Quotes Apathy Quotes
"The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally, freshly."
"Nobody counts the number of ads you run; they just remember the impression you make."
"Our job is to bring the dead facts to life."

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