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Research can trap you into the past.

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
Research
Business
Past
Trap
Traps

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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Our job is to bring the dead facts to life.
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Nobody counts the number of ads you run they just remember the impression you make.
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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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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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Imitation can be commercial suicide.
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Today's smartest advertising style is tomorrow's corn.
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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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The heart of creativity is discipline.
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Persuasion is not a science but an art
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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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Don't confuse good taste with the absence of taste.
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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.
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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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It's not just what you say that stirs people. It's the way that you say it.
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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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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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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