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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
Traps
Research
Business
Past
Trap

More quotes by William Bernbach

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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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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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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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The heart of creativity is discipline.
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Creativity is the most practical thing a businessman can employ.
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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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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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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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In communications, familiarity breeds apathy.
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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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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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Today's smartest advertising style is tomorrow's corn.
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Adapt your techniques to an idea, not an idea to your techniques.
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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.
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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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The difference between the forgettable and the enduring is artistry.
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