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
action core dominate drive human insight instincts nature powerful touch
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 about a man you can touch him at the core of his being.
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.
american-businessman
We don't ask research to do what it was never meant to do, and that is to get an idea.
advertising american-businessman persuasion
Advertising isn't a science. It's persuasion. And persuasion is an art.
guarantees-that guarantees logical
Because an appeal makes logical sense is no guarantee that it will work.
business media use
All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
advertising-business principles cost
A principle isn't a principle until it costs you something.
flower thinking soil
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
art advertising persuasion
Advertising is the art of persuasion.
art persuasion great-advertising
Persuasion is not a science but an art
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.
differences endure artistry
The difference between the forgettable and the enduring is artistry.
simple intelligent stories
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
business style corn
Today's smartest advertising style is tomorrow's corn.