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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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
Helping
Level
Higher
Levels
Shapers
Media
Professionally
Help
Lift
Society
Lifts
Use
Onto
Business
Mass
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Persuasion is not a science but an art
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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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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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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 real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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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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In communications, familiarity breeds apathy.
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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.
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Our job is to bring the dead facts to life.
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A principle isn't a principle until it costs you something.
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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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Word of mouth is the best medium of all.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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Creativity is the most practical thing a businessman can employ.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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