William Bernbach Quotes

William Bernbach

American Businessman

Born: Aug 13, 1911

Died: Oct 2, 1982

Advertising Because Good People Will You

Related authors: Bill Gates Henry Ford Jim Rohn Les Brown Peter Drucker Stephen Covey Steve Jobs Warren Buffett

In communications, familiarity breeds apathy. William Bernbach

Communication Familiarity Familiarity Breeds Apathy Communications Breeds

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

Art Science Advertising Happens Persuasion Fundamentally

We don't ask research to do what it was never meant to do, and that is to get an idea. William Bernbach

Research Never Idea Get Ask Meant

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

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message. William Bernbach

In advertising not to be different is virtually suicidal. William Bernbach

Virtually Be Different Advertising Different Suicidal

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

I warn you against believing that advertising is a science. William Bernbach

You Science Advertising Against Warn Believing

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

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

Work Logical Will Sense No Guarantee Because Makes Appeal Guarantee

Our job is to bring the dead facts to life. William Bernbach

Life Job Our Facts Dead Bring

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