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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
Going
Apart
Product
Advantage
Products
Gimmick
Exist
Gimmicks
Fall
Skillful
Doesn
Invent
Matter
Anyway
More quotes by William Bernbach
Advertising is the art of persuasion.
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Because an appeal makes logical sense is no guarantee that it will work.
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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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A principle isn't a principle until it costs you something.
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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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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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It's not just what you say that stirs people. It's the way that you say it.
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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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Advertising doesn't create a product advantage. It can only convey it.
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Today's smartest advertising style is tomorrow's corn.
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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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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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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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Adapt your techniques to an idea, not an idea to your techniques.
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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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In advertising, not to be different is virtually suicidal.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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.
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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.
William Bernbach