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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

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Good
Displaces
World
Energetic
Passive
Advertising
Drive
Evil
Doesn
Real

More quotes by William Bernbach

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The heart of creativity is discipline.
William Bernbach
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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.
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Imitation can be commercial suicide.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
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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.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
William Bernbach
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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
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
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Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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Advertising is the art of persuasion.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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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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Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach
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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
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
William Bernbach