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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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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.
William Bernbach
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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In advertising, not to be different is virtually suicidal.
William Bernbach
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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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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.
William Bernbach
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The difference between the forgettable and the enduring is artistry.
William Bernbach
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Today's smartest advertising style is tomorrow's corn.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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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.
William Bernbach
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
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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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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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In communications, familiarity breeds apathy.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach