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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
Trap
Traps
Research
Business
Past
More quotes by William Bernbach
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
William Bernbach
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
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
The difference between the forgettable and the enduring is artistry.
William Bernbach
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
William Bernbach
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
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
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
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
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
A principle isn't a principle until it costs you something.
William Bernbach
You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
William Bernbach
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?
William Bernbach
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
Imitation can be commercial suicide.
William Bernbach
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach