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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.
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
Fall
Skillful
Doesn
Invent
Matter
Anyway
Going
Apart
Product
Advantage
Products
Gimmick
Exist
Gimmicks
More quotes by William Bernbach
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
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Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
Persuasion is not a science but an art
William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
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.
William Bernbach
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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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In communications, familiarity breeds apathy.
William Bernbach
Imitation can be commercial suicide.
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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.
William Bernbach
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.
William Bernbach
Advertising is the art of persuasion.
William Bernbach
Don't confuse good taste with the absence of taste.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
