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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Talent
Advertising
Turn
Dust
Goal
Motivation
Turns
Creativity
Idea
Positive
Ideas
Magic
Motivational
Rubs
Design
Depending
More quotes by William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
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In communications, familiarity breeds apathy.
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If your advertising goes unnoticed, everything else is academic!
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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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.
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Advertising doesn't create a product advantage. It can only convey it.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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Creativity is the most practical thing a businessman can employ.
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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.
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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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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Word of mouth is the best medium of all.
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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?
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Advertising is the art of persuasion.
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Because an appeal makes logical sense is no guarantee that it will work.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
