William Bernbach
William Bernbach
William "Bill" Bernbachwas an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach. 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...
NationalityAmerican
ProfessionBusinessman
Date of Birth13 August 1911
CountryUnited States of America
William Bernbach quotes about
taste absence good-taste
Don't confuse good taste with the absence of taste.
communication apathy familiarity
In communications, familiarity breeds apathy.
mind desire information
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
success moving men
The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
creativity may lasts
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
advertising-business principles cost
A principle isn't a principle until it costs you something.
creativity design swamps
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.
like-love ideas analysis
Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
guarantees-that guarantees logical
Because an appeal makes logical sense is no guarantee that it will work.
listening public-opinion statistics
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 create them.
people campaigns failing
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
weed jobs shining
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.
simple intelligent stories
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
people way
It's not just what you say that stirs people. It's the way that you say it.