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Advertising doesn't create a product advantage. It can only convey it.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Doesn
Convey
Advertising
Product
Advantage
Products
Create
Business

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Our job is to bring the dead facts to life.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Adapt your techniques to an idea, not an idea to your techniques.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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If your advertising goes unnoticed, everything else is academic!
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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.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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The heart of creativity is discipline.
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Don't confuse good taste with the absence of taste.
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Research can trap you into the past.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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Nobody counts the number of ads you run they just remember the impression you make.
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Imitation can be commercial suicide.
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Properly practiced creativity can make one ad do the work of ten.
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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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