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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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Imitation can be commercial suicide.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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Our job is to bring the dead facts to life.
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Advertising is the art of persuasion.
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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 abut a person, you can touch him at the core of his being.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Word of mouth is the best medium of all.
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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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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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In communications, familiarity breeds apathy.
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