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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
Matter
Anyway
Going
Apart
Product
Advantage
Products
Gimmick
Exist
Gimmicks
Fall
Skillful
Doesn
Invent
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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.
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Don't confuse good taste with the absence of taste.
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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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If your advertising goes unnoticed, everything else is academic!
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A principle isn't a principle until it costs you something.
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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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Advertising is the art of persuasion.
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Our job is to bring the dead facts to life.
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Persuasion is not a science but an art
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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.
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