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 More Quotes by William Bernbach More Quotes From William Bernbach Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears. William Bernbach like-love analysis ideas Properly practiced creativity can make one ad do the work of ten. William Bernbach ads creativity belief The difference between the forgettable and the enduring is artistry. William Bernbach artistry endure differences The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas. William Bernbach real men ideas 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 design research past Don't confuse good taste with the absence of taste. William Bernbach good-taste taste absence Research can trap you into the past. William Bernbach research business past 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. William Bernbach advertising substance forget The heart of creativity is discipline. William Bernbach creativity discipline heart Our job is to bring the dead facts to life. William Bernbach design jobs facts I warn you against believing that advertising is a science. William Bernbach advertising design believe A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. William Bernbach design campaigns people Today's smartest advertising style is tomorrow's corn. William Bernbach corn style business A principle isn't a principle until it costs you something. William Bernbach advertising-business cost principles Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ. William Bernbach creativity men art We don't ask research to do what it was never meant to do, and that is to get an idea. William Bernbach ask get never research
