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William-bernbach

William Bernbach
(American Businessman)

Nationality:: American
Quote count:: 29
Times favorited:: 11

All quotes by William Bernbach

(29 quotes found)

William Bernbach

“Because an appeal makes logical sense is no guarantee that it will work.”

William Bernbach

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William Bernbach

“Our job is to bring the dead facts to life.”

William Bernbach

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William Bernbach

“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

“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.”

William Bernbach

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William Bernbach

“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

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William Bernbach

“A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.”

William Bernbach

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William Bernbach

“With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.”

William Bernbach

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William Bernbach

“I warn you against believing that advertising is a science.”

William Bernbach

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William Bernbach

“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.”

William Bernbach

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