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Because an appeal makes logical sense is no guarantee that it will work.

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
Guarantees
Appeals
Logical
Sense
Makes
Work
Guarantee
Appeal

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An idea can turn to dust or magic, depending on the talent that rubs against it.
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Don't confuse good taste with the absence of taste.
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Research can trap you into the past.
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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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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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