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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
Turn
Dust
Goal
Motivation
Turns
Creativity
Idea
Positive
Ideas
Magic
Motivational
Rubs
Design
Depending
Talent
Advertising
More quotes by William Bernbach
Nobody counts the number of ads you run they just remember the impression you make.
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The difference between the forgettable and the enduring is artistry.
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In advertising, not to be different is virtually suicidal.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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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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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Persuasion is not a science but an art
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In communications, familiarity breeds apathy.
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The heart of creativity is discipline.
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A principle isn't a principle until it costs you something.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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.
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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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Creativity is the most practical thing a businessman can employ.
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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
