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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
Products
Gimmick
Exist
Gimmicks
Fall
Skillful
Doesn
Invent
Matter
Anyway
Going
Apart
Product
Advantage
More quotes by 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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I warn you against believing that advertising is a science.
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Today's smartest advertising style is tomorrow's corn.
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Advertising is the art of persuasion.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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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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Advertising doesn't create a product advantage. It can only convey it.
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Persuasion is not a science but an art
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Nobody counts the number of ads you run they just remember the impression you make.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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If your advertising goes unnoticed, everything else is academic!
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The heart of creativity is discipline.
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
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.
William Bernbach
All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
William Bernbach
