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
ads carefully claim forever industry left ready sharpest tool watched
With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.
powerful knowledge men
Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
writing skills keys
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 how people read or listen.
positive creativity dust
An idea can turn to dust or magic, depending on the talent that rubs against it.
powerful believe book
The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.
humorous people looks
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?
suicidal marketing advertising-business
In advertising, not to be different is virtually suicidal.
memorable artist design
Rules are what the artist breaks; the memorable never emerged from a formula.
powerful marketing elements
The most powerful element in advertising is the truth.
creativity heart discipline
The heart of creativity is discipline.
substance advertising forget
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.
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.