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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
Help
Lift
Society
Lifts
Use
Onto
Business
Mass
Helping
Level
Higher
Levels
Shapers
Media
Professionally

More quotes by 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.
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Creativity is the most practical thing a businessman can employ.
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Don't confuse good taste with the absence of taste.
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Nobody counts the number of ads you run they just remember the impression you make.
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The heart of creativity is discipline.
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Word of mouth is the best medium of all.
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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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I warn you against believing that advertising is a science.
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?
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It's not just what you say that stirs people. It's the way that you say it.
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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
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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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Our job is to bring the dead facts to life.
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If your advertising goes unnoticed, everything else is academic!
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Research can trap you into the past.
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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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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.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
William Bernbach