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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Nothing
Powerful
Dominate
Things
Knowledge
Compulsion
Men
Action
Instincts
Nature
Insight
Persons
Drive
Person
Instinct
Human
Core
Abut
Humans
Touch
Compulsions
More quotes by William Bernbach
In advertising, not to be different is virtually suicidal.
William Bernbach
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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Research can trap you into the past.
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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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A principle isn't a principle until it costs you something.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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.
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In communications, familiarity breeds apathy.
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Advertising doesn't create a product advantage. It can only convey it.
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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.
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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Because an appeal makes logical sense is no guarantee that it will work.
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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.
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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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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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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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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
William Bernbach
