references/figures/bill-bernbach.md

# Bill Bernbach

## Contribution

A decision card for the Creative Advertising school. Use the principles, not the personality.

## Principles

- strategy must become human communication.
- creative execution should make the product idea easier to notice and remember.
- form and message should work together.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `creative-strategy`

## Counterweights

- Compare with `rosser-reeves` when the principle would otherwise become a universal rule.

## Sources

- `source:bernbach-creative-legacy`