William Bernbach Quotes

"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 in Media quotes.

"In advertising, not to be different is virtual suicide."
-William Bernbach in Advertising quotes.

"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 about a man you can touch him at the core of his being."
-William Bernbach in Actions quotes.

"In communications, familiarity breeds apathy."
-William Bernbach in Communication quotes.

"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
-William Bernbach in Advertising quotes.

"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 in Evil quotes.

"We don't ask research to do what it was never meant to do, and that is to get an idea."
-William Bernbach

"Advertising doesn't create a product advantage. It can only convey it."
-William Bernbach