William Bernbach Quotes

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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.

Advertising doesn't create a product advantage. It can only convey it.

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

A principle isn't a principle until it costs you something.

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.

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.

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