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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
Exist
Gimmicks
Fall
Skillful
Doesn
Invent
Matter
Anyway
Going
Apart
Product
Advantage
Products
Gimmick
More quotes by William Bernbach
The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
William Bernbach
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.
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
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
Persuasion is not a science but an art
William Bernbach
Advertising is the art of persuasion.
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.
William Bernbach
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.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
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.
William Bernbach
