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Bill Bernbach Quotes
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In advertising not to be different is virtually suicidal.
Bill Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Bill Bernbach
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Word of mouth is the best medium of all.
Bill Bernbach
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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.
Bill Bernbach
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Our job is to bring the dead facts to life.
Bill Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
Bill Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
Bill Bernbach
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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.
Bill Bernbach
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In communications, familiarity breeds apathy.
Bill Bernbach
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There is practically nothing that is not capable of boring us.
Bill Bernbach
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A unique selling proposition is no longer enough. Without a unique selling talent, it may die.
Bill Bernbach
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It's that creative spark that I'm so jealous of for our agency and that I'm so desperately fearful of losing. I don't want scientists. I don't want people who do the right things. I want people who do inspiring things.
Bill Bernbach
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
Bill Bernbach
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We don't ask research to do what it was never meant to do, and that is to get an idea.
Bill Bernbach
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Be provocative. But be sure your provocativeness stems from your product. You are NOT right if in your ad you stand a man on his head JUST to get attention. You ARE right if you have him on his head to show how your product keeps things from falling out of his pockets.
Bill Bernbach
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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.
Bill Bernbach
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Today, everybody is talking 'Creativity,' and frankly, that's got me worried. I fear lest we keep the good taste and lose the sell. I fear all the sins we may commit in the name of 'Creativity.' I fear that we may be entering an age of phonies.
Bill Bernbach
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The difference between the forgettable and the enduring is artistry.
Bill Bernbach
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Working from a method or a formula is guaranteed to do the same thing to the effectiveness of an idea that time does to a loaf of bread. Ideas must be hot out of the oven if they are to arouse the appetite. That is why, in communications, imitation is commercial suicide.
Bill Bernbach
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The purpose of advertising is to sell. That is what the client is paying for and if that goal does not permeate every idea you get, every word you write, every picture you take, you are a phony and you ought to get out of the business.
Bill Bernbach
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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.
Bill Bernbach
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Nobody counts the number of ads you run; they just remember the impression you make.
Bill Bernbach
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Dullness won't sell your product, but neither will irrelevant brilliance.
Bill Bernbach
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're 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 unless you say things imaginatively, originally, freshly.
Bill Bernbach
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Today's smartest advertising style is tomorrow's corn.
Bill Bernbach
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Quote of the day
No written law has ever been more binding than unwritten custom supported by popular opinion.
Carrie Chapman Catt
Bill Bernbach
Born:
August 3, 1911
Died:
October 2, 1982
(aged 71)
Bio:
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.
Most used words:
product
advertising
people
idea
persuasion
art
science
work
sell
listen
bad
drive
truth
man
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