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

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...

It is insight into human nature that is the key to the communicator's skill. For...

It is insight into human nature that is the key to the communicator's skill. For...

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

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.

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....

The most powerful element in advertising is the truth.

The most powerful element in advertising is the truth.

Advertising doesn't create a product advantage. It can only convey it.

Advertising doesn't create a product advantage. It can only convey it.

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.

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.

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

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....

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can...

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can...

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

Advertising isn't a science. It's persuasion. And persuasion is an art.

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...

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

In advertising not to be different is virtually suicidal.

In advertising not to be different is virtually suicidal.

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...

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

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