Quotes by William Bernbach

About William Bernbach:

William "Bill" Bernbach was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). He directed many of the firm's breakthrough ad campaigns and had a lasting impact on the creative team structures now commonly used by ad agencies.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

William Bernbach

Word of mouth is the best medium of all.

William Bernbach

In communications, familiarity breeds apathy.

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

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

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 can trap you into the past.

William Bernbach

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

William Bernbach

Our job is to bring the dead facts to life.

William Bernbach

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...

William Bernbach

I warn you against believing that advertising is a science.

William Bernbach

The most powerful element in advertising is the truth.

William Bernbach

If your advertising goes unnoticed, everything else is academic.

William Bernbach

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

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 that will inform and serve the consumer, and be sure you're saying it like it's never been said bef...

William Bernbach

Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

William Bernbach

In advertising not to be different is virtually suicidal.

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 that people will feel it in their gut. Because if they don't feel it, nothing will happen.

William Bernbach

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

William Bernbach

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

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, it's going to fall apart anyway.

William Bernbach

Author Bio

  • NameWilliam Bernbach
  • DescriptionAmerican businessman
  • BornAugust 13, 1911
  • DiedOctober 2, 1982
  • CountryUnited States Of America
  • ProfessionArt Director; Entrepreneur