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
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.
wise witty art
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.
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.
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?
people ifs stand-for-something
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
art writing world
Let us prove to the world that good taste, good art, and good writing can be good selling.
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.
running business numbers
Nobody counts the number of ads you run; they just remember the impression you make.
business past research
Research can trap you into the past.
positive creativity dust
An idea can turn to dust or magic, depending on the talent that rubs against it.
art business advertising
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
people way feels
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.
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.