In advertising, not to be different is virtually suicidal.
William BernbachRead
Advertising doesn't create a product advantage. It can only convey it.
Interpretation
What this quote means
Advertising helps communicate the value of a product rather than changing the product itself.
In this quote, William Bernbach emphasizes the role of advertising in highlighting the existing advantages of a product rather than implying that it can generate new benefits or enhancements. It suggests that effective advertising is about showcasing what a product already does well, thereby informing and persuading consumers rather than inventing value artificially.
Themes
AdvertisingMarketingProductCommunicationValue
In practice
Example use cases
A marketing manager might use this quote during a training session to emphasize the importance of authentic messaging.
More from William Bernbach
All quotes βDon't confuse good taste with the absence of taste.
William BernbachRead
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
William BernbachRead
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 BernbachRead
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William BernbachRead
Let us prove to the world that good taste, good art, and good writing can be good selling.
William BernbachRead
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Advertising is only evil when it advertises evil things.
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