We don’t ask research to do what it was never meant to do, and that is to get an idea. William Bernbach Read 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 Read Quote
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed… but dull? William Bernbach Read Quote
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 Read 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 Read Quote
