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All 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.
William Bernbach
45% of people like this quote
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
45% of people like this quote
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
44% of people like this quote
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.
William Bernbach
43% of people like this quote
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.
William Bernbach
43% of people like this quote
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.
William Bernbach
43% of people like this quote
Today's smartest advertising style is tomorrow's corn.
William Bernbach
42% of people like this quote
The most powerful element in advertising is the truth.
William Bernbach
40% of people like this quote
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
40% of people like this quote
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