Citas de William Bernbach

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

  William Bernbach

  Creer, Gente, Interesante

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• It's not just what you say that stirs people. It's the way that you say it.

  William Bernbach

  People, Way

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• En este mundo tan real, el bien no expulsa al mal. El mal no expulsa al bien. Pero lo enérgico desplaza a lo pasivo.

  William Bernbach

  Real, Evil, Advertising Business

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• In advertising, not to be different is virtually suicidal.

  William Bernbach

  Suicide, Suicidal, Marketing

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

  William Bernbach

  Art, Business, Advertising

  "Letters of Note: Volume 2: An Eclectic Collection of Correspondence Deserving of a Wider Audience". Book by Shaun Usher (p.190), 2016.

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• If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.

  William Bernbach

  People, Stand For Something, Ifs

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• We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

  William Bernbach

  Listening, Mold, Public Opinion

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• 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 abut a person, you can touch him at the core of his being.

  William Bernbach

  Powerful, Knowledge, Men

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• You 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.

  William Bernbach

  People, Way, Feels

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• Creativity is the most practical thing a businessman can employ.

  William Bernbach

  Creativity, Advertising Business, Businessman

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• Adapt your techniques to an idea, not an idea to your techniques.

  William Bernbach

  Ideas, Technique

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• Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

  William Bernbach

  Simple, Intelligent, Stories

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• Nadie cuenta el número de anuncios que publica; sólo recuerdan la impresión que causa.

  William Bernbach

  Running, Business, Numbers

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• The heart of creativity is discipline.

  William Bernbach

  Heart, Creativity, Discipline

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• There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

  William Bernbach

  Sabio, Ingenioso, Arte

  Letter on May 15, 1947. "Letters of Note". Book by Shaun Usher. Volume 2: "An Eclectic Collection of Correspondence Deserving of a Wider Audience", p. 190, 2016.

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• Rules are what the artist breaks; the memorable never emerged from a formula.

  William Bernbach

  Memorable, Artist, Design

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• Never do anything yourself that you can hire someone else to do, especially if they can do it better.

  William Bernbach

  Design, Can Do, Ifs

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• It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.

  William Bernbach

  Creativity, May, Lasts

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• Si su publicidad pasa desapercibida, todo lo demás es académico.

  William Bernbach

  Business, Design, Advertising

  "Making Dr. King a Pitchman, Turning His Words Upside Down", www.nytimes.com. February 5, 2018.

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• El mundo ha progresado hasta el punto de que su fuerza más poderosa es la opinión pública. Y creo que en este mundo no es el gran libro o la obra épica, como antaño, lo que dará forma a esa opinión, sino quienes entienden los medios de comunicación de masas y las técnicas de persuasión de masas... No debemos creer sólo en lo que vendemos. Debemos vender aquello en lo que creemos. Y debemos volcar una gran energía en esas causas.

  William Bernbach

  Poderoso, Creer, Libro

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

  William Bernbach

  Motivational, Positive, Creativity

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• The most powerful element in advertising is the truth.

  William Bernbach

  Powerful, Marketing, Elements

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• Persuasion is not a science but an art

  William Bernbach

  Art, Persuasion, Great Advertising

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• The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

  William Bernbach

  Real, Hombres, Ideas

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

  William Bernbach

  Art, Writing, Taste

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