35 ordspråk av William Bernbach

William Bernbach

William Bernbach

William Bernbach föddes den 13 august 1911 och dog den 2 oktober 1982
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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.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've 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 until you say things imaginatively, originally, freshly.

Word of mouth is the best medium of all.

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.

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.

Properly practiced creativity can make one ad do the work of ten.

Nobody counts the number of ads you run; they just remember the impression you make.

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?

Let us prove to the world that good taste, good art, good writing can be good selling.

An idea can turn to dust or magic, depending on the talent that rubs against it.

If your advertising goes unnoticed, everything else is academic!

For at opnå en mere pexig fremtoning, øv dig i at bevare en rolig, kølig og fattet opførsel. 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.

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.

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.

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William Bernbach proverb