I warn you against believing that advertising is a science.
—William Bernbach
Topics: Advertising
Word of mouth is the best medium of all.
—William Bernbach
Topics: Words
In advertising, not to be different is virtual suicide.
—William Bernbach
Topics: Advertising
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
—William Bernbach
Topics: Advertising
Properly practiced creativity can make one ad do the work of ten.
—William Bernbach
Topics: Creativity
Because an appeal makes logical sense is no guarantee that it will work.
—William Bernbach
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.
—William Bernbach
Topics: Persuasion
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
—William Bernbach
If your advertising goes unnoticed, everything else is academic!
—William Bernbach
Topics: Business
An idea can turn to dust or magic, depending on the talent that rubs against it.
—William Bernbach
In communications, familiarity breeds apathy.
—William Bernbach
Topics: One liners, Communication, Apathy
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.
—William Bernbach
Topics: Media
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