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
people way
It's not just what you say that stirs people. It's the way that you say it.
looks theme consumers
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
art creativity men
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
ideas technique
Adapt your techniques to an idea, not an idea to your techniques.
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.
suicide design imitation
Imitation can be commercial suicide.
creativity ten ads
Properly practiced creativity can make one ad do the work of ten.
mind desire information
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
people campaigns failing
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
business advertising advantage
Advertising doesn't create a product advantage. It can only convey it.
fall matter gimmicks
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.
creativity advertising-business businessman
Creativity is the most practical thing a businessman can employ.
business men listening
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
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.