Author: William Bernbach

Quotes

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

- William Bernbach

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

- William Bernbach

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

- William Bernbach

The most powerful element in advertising is the truth.

The most powerful element in advertising is the truth.

- William Bernbach

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

- William Bernbach

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

- William Bernbach

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

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

- William Bernbach

Because an appeal makes logical sense is no guarantee that it will work.

Because an appeal makes logical sense is no guarantee that it will work.

- William Bernbach

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

- William Bernbach

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