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
Advertising doesn’t create a product advantage. It can only convey it.
William Bernbach, founder of DDB
We are so busy measuring public opinion, we forget we can mold it. We are so busy listening to statistics that we forget we can create them
Bill Bernbach
In advertising not to be different is virtually suicidal.
William Bernbach, founder of Doyle Dane Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach, founder of DDB