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.

Quote by William Bernbach

Topics: William Bernbach Quotes

Today's smartest advertising style is tomorrow's corn.

Today's smartest advertising style is tomorrow's corn.

Properly practiced creativity can make one ad do the work of ten.

Properly practiced creativity can make one ad do the work of ten.

If your advertising goes unnoticed, everything else is academic.

If your advertising goes unnoticed, everything else is academic.

Just because your ad looks good is no insurance that it will get looked at....

Just because your ad looks good is no insurance that it will get looked at....

An idea can turn to dust or magic, depending on the talent that rubs against...

An idea can turn to dust or magic, depending on the talent that rubs against...

A great ad campaign will make a bad product fail faster. It will get more...

A great ad campaign will make a bad product fail faster. It will get more...

If your advertising goes unnoticed, everything else is academic!

If your advertising goes unnoticed, everything else is academic!

Nobody counts the number of ads you run; they just remember the impression you make.

Nobody counts the number of ads you run; they just remember the impression you make.

An idea can turn to dust or magic, depending on the talent that rubs against...

An idea can turn to dust or magic, depending on the talent that rubs against...

There is no such thing as a good or bad ad in isolation. What is...

There is no such thing as a good or bad ad in isolation. What is...

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be...

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be...

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In advertising not to be different is virtually suicidal.

In advertising not to be different is virtually suicidal.

I warn you against believing that advertising is a science.

I warn you against believing that advertising is a science.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

You can say the right thing about a product and nobody will listen. You've got...

You can say the right thing about a product and nobody will listen. You've got...

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

We don't ask research to do what it was never meant to do, and that...

We don't ask research to do what it was never meant to do, and that...

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.