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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
Advantage
Products
Create
Business
Doesn
Convey
Advertising
Product

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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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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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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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Because an appeal makes logical sense is no guarantee that it will work.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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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A principle isn't a principle until it costs you something.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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Research can trap you into the past.
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If your advertising goes unnoticed, everything else is academic!
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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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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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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