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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
Convey
Advertising
Product
Advantage
Products
Create
Business
Doesn

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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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Persuasion is not a science but an art
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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.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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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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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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Rules are what the artist breaks the memorable never emerged from a formula.
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The difference between the forgettable and the enduring is artistry.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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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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A principle isn't a principle until it costs you something.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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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Imitation can be commercial suicide.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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In communications, familiarity breeds apathy.
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Our job is to bring the dead facts to life.
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Creativity is the most practical thing a businessman can employ.
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