William Bernbach's Profile
Brief about William Bernbach: By info that we know William Bernbach was born at 1911-08-13. And also William Bernbach is American Businessman.
Some William Bernbach's quotes. Goto "William Bernbach's quotation" section for more.Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Tags: Art, Happens, ScienceJust 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?
Tags: Dull, Good, LooksIn this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
Tags: Evil, Good, RealNobody counts the number of ads you run; they just remember the impression you make.
Tags: Nobody, Remember, RunAn idea can turn to dust or magic, depending on the talent that rubs against it.
Tags: Against, Idea, TalentWe don't ask research to do what it was never meant to do, and that is to get an idea.
Tags: Ask, Idea, ResearchOur job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
Tags: Away, Job, MakesA great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Tags: Bad, Fail, GreatIn communications, familiarity breeds apathy.
Tags: Apathy, Breeds, CommunicationIt 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.
Tags: Human, Nature, ReadYou 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.
Tags: Happen, Listen, NobodyForget 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.
Tags: Forget, Hard, SayingNo matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
Tags: Advantage, Fall, MatterRelated topics
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