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In communications, familiarity breeds apathy.

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
Apathy
Communication
Communications
Breeds
Familiarity

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Our job is to bring the dead facts to life.
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Because an appeal makes logical sense is no guarantee that it will work.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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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.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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The heart of creativity is discipline.
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