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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
Past
Trap
Traps
Research
Business

More quotes by William Bernbach

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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.
William Bernbach
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Today's smartest advertising style is tomorrow's corn.
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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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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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A principle isn't a principle until it costs you something.
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Persuasion is not a science but an art
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Advertising is the art of persuasion.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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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.
William Bernbach
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Rules are what the artist breaks the memorable never emerged from a formula.
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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.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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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If your advertising goes unnoticed, everything else is academic!
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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.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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Word of mouth is the best medium of all.
William Bernbach
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I warn you against believing that advertising is a science.
William Bernbach