William Bernbach Quotes

28 William Bernbach quotes:

"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."
"In advertising, not to be different is virtual suicide."
"Today's smartest advertising style is tomorrow's corn."
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
"The most powerful element in advertising is the truth."
"I warn you against believing that advertising is a science."
"Advertising isn't a science. It's persuasion. And persuasion is an art."
"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."
"In advertising not to be different is virtually suicidal."
"Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being."
Author: Bernbach Quotes Category: Action Quotes
"Advertising doesn't create a product advantage. It can only convey it."
"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."
"Nobody counts the number of ads you run; they just remember the impression you make."
"Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?"
"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."
"An idea can turn to dust or magic, depending on the talent that rubs against it."
"Because an appeal makes logical sense is no guarantee that it will work."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"Properly practiced creativity can make one ad do the work of ten."
"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."

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